Sony Pixel Power calrec Sony

Comscore and FreeWheel Forge Next-Gen Partnership

26/08/2024

Comscore and FreeWheel Forge Next-Gen Partnership, Further Enhancing Privacy-Resilient CTV and Contextual AdvertisingParamount among first to adopt new CTV audiences as part of its EyeQ Select solution, enabling ID-free interest and intent audience buying across its global portfolio

New York August 26, 2024 Proximic by Comscore, a division of Comscore Inc. (NASDAQ:SCOR) and a leading provider of audience targeting solutions for programmatic activation, and FreeWheel, a global technology platform for the television advertising industry, today announced a partnership to support privacy-resilient ID-free audiences for CTV. The innovation will provide publishers with streamlined access to future-proofed audience monetization tools and provide buyers the ability to reach targeted audiences at scale across premium CTV content.

With the integration of Proximic by Comscore's data directly into FreeWheel's ad management platform, publishers working with FreeWheel will be able to seamlessly access extensive content-level categorization data, including contextual advertising capabilities:

This data will enable inventory packaging against high-demand segments, such as interest and purchase-intent behaviors, in a highly scalable manner thanks to the ID-free and privacy-resilient nature of these Proximic datasets.

Buyers seeking to reach targeted audiences on premium CTV inventory will benefit from FreeWheel's extensive network of DSP integrations to execute their deals

As the industry faces disruptive signal loss challenges, there is a growing demand for targeting audiences that scale beyond ID-based solutions. FreeWheel is adding to its array of solutions and will surface Proximic by Comscore's full contextual suite, including IAB categories, brand safety and suitability, enabling content-level inventory insights. Additionally, more than one thousand Proximic ID-free interest and purchase intent audiences will be made available in Audience Manager, FreeWheel's simplified solution for ingesting, managing and activating audiences across any screen.

With CTV now a core component of modern media campaigns, the industry needs a multitude of solutions that unlock audience targeting and content-level buying across premium video while still respecting consumer privacy, said Matt Clark, Vice President, Partnerships, FreeWheel. By partnering with Proximic by Comscore, FreeWheel is facilitating even more data optionality in a privacy-first manner by combining the power of purchase data and content-level insights across premium streaming publishers at scale.

At Paramount, we are committed to providing best-in-class programmatic activation and making television a full-funnel performance vehicle for advertisers of all sizes, said Leo O'Connor, SVP of Advertising at Paramount. Comscore's ID-free audience data expands our targeting capabilities within our EyeQ solution to include interest and intent signals, providing more flexibility and choice for advertisers looking to activate scalable audience buys across Paramount's massive domestic and international digital content portfolio in a privacy-sensitive manner.

As the programmatic TV advertising landscape undergoes critical transformation, we're thrilled to be joining forces with FreeWheel to provide publishers and media buyers with privacy-resilient, ID-free audience targeting solutions when and where they need them the most, said Rachel Gantz, Managing Director, Proximic by Comscore. Together with FreeWheel, Comscore is changing the fundamental nature of programmatic TV into an effective, privacy-forward advertising environment.

Having access to options for reaching targeted audiences, especially within the pharmaceutical vertical, across premium video content and without infringing on a consumer's data privacy helps us unlock the potential of CTV for our business. said Sari Applebaum, Senior Director of Digital Investment, Hearts & Science.

Paramount is the first to adopt this new solution, and it will be available for additional publishers later this year. With signal loss continuing to persist, Proximic by Comscore and FreeWheel will remain dedicated to investing in a privacy-centric TV advertising ecosystem.

About FreeWheel

FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal results for marketers. With offices in New York, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on X and LinkedIn.

About Proximic by Comscore

Proximic by Comscore, a division of Comscore, Inc. (NASDAQ: SCOR), is a leader in programmatic targeting. Powered by Comscores trusted datasets and one of the industrys leading natural language processing contextual engines, Proximic by Comscore enables media buyers and sellers to maximize the scale and performance of their campaigns. Through their innovative suite of ID-based and ID-free audience and content targeting segments, Proximic by Comscore supports the evolution of the programmatic ecosystem, enabling clients and partners to continue executing impactful advertising strategies. For more information about Proximic by Comscore, please visit www.proximic.com.

Media

Marie Scoutas

Comscore, Inc.

press@comscore.com
LINK: https://www.comscore.com/Insights/Press-Releases/2024/8/Comscore-and-F...
See more stories from comscore

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

06/09/2026

Dolby and MagentaTV Bring Fans Closer to the FIFA World Cup 2026 in Germany with Dolby Vision and Dolby Atmos

June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

07/07/2026

Open call: Apply for the Media Innovation Europe Validation Booster

Applications are now open for the Validation Booster, a six-month acceleration programme supporting journalists, media organisations, content creators, media in...

07/07/2026

HAND Issues Persistent Digital IDs to 50 Top 2026 MLB Draft Prospects

The Universal Talent Identifier (HAND) has issued HAND IDs to 50 top prospects ahead of the 2026 MLB Draft, including consensus top-ranked players Roch Cholowsk...

07/07/2026

Cisco and McLaren Mastercard Formula 1 Team Extend Technology Partnership

Cisco and the McLaren Mastercard Formula 1 Team have announced an extension of their partnership, expanding the scope from networking and communications to incl...

07/07/2026

LucidLink Announces Enhanced Integration with Adobe Frame.io

LucidLink has announced a workflow integration with Adobe Frame.io that gives production teams unified access to Frame.io projects alongside supporting producti...

07/07/2026

Chyron Appoints Ahmed Magd as Middle East Sales Director

Chyron has announced the appointment of Ahmed Magd as Sales Director for the Middle East. Magd joins from previous senior commercial roles at Riedel Communicati...

07/07/2026

Leader Electronics T&M Equipment Used in Live Broadcast of Pope Leo XIVs Visit to Sagrada Famlia

Leader Electronics of Europe has announced that its PHABRIX Qx rasterizer and Le...

07/07/2026

eCLUTCH Secures EMEA and MENA Broadcast Rights for Esports World Cup 2026

eCLUTCH has announced it has acquired broadcast rights to the Esports World Cup 2026 for EMEA and MENA, covering the Middle East, Africa, the Balkans, Sweden, a...

07/07/2026

Riedel and ARRI Support Cinematic Live Production at Eurovision Song Contest 2026

Riedel Communications and ARRI supported ORF's host broadcast of the Eurovis...

07/07/2026

ARRI Releases ALEXA 35 Live Xtreme With High-Frame-Rate SDI Output for Live Production

ARRI has announced the ALEXA 35 Live Xtreme, a camera that adds high frame rate ...

07/07/2026

IBC 2026: LiveU To Exhibit With LU900Q, Sony Integration, EcoSystem Expansion

LiveU will exhibit at IBC 2026 (Stand 7.C24), showcasing the LU900Q Intelligent Production Unit, expanded Sony collaboration, and additions to its open IP-video...

07/07/2026

Peacock Advances Spanish-Language World Cup Streaming With Visin de Campo, Dolby Vision, Real-Time Highlights

Telemundo's coverage is packaged with Multiview, Catch Up with Key Plays, in...

07/07/2026

Australian Rugby League Commission Secures $5.3 Billion Media Rights Deal with Foxtel, Nine, and Sky NZ

The Australian Rugby League Commission (ARLC) has announced a seven-year media r...

07/07/2026

BYUtv Partners With Big 12 for Football Media Days Production

Produced onsite at The Star in Frisco, TX, live coverage of the two-day event airs on ESPN platforms The season for Football Media Days is here, and the Big 12...

07/07/2026

Rogers To Become 100% Owner of Maple Leaf Sports & Entertainment

Rogers Communications Inc. has announced an agreement to acquire the remaining 25% ownership stake in Maple Leaf Sports and Entertainment (MLSE) from Kilmer Spo...

07/07/2026

Mobile TV Groups Nick Garvin on Success of MTVG Production Platform at New Mountain Media Center

End-to-end broadcast solution includes fleet of mobile units, Cloud Control, and...

07/07/2026

SVG Executive Perspectives 2026: Industry Leaders Discuss Biz and Tech Trends for the Year Ahead

Sports-production-tech experts sound off on the state of the industry...

07/07/2026

Mix Buddy instrument mixer from Heritage Audio

New mixer aimed squarely at instrument-level sources Heritage Audio have clearly been busy recently, as alongside their all-new Tubestrip, they've also ...

07/07/2026

Heritage Audio unveil the Tubestrip

New channel strip combines popular hardware designs The latest arrival to the Heritage Audio line-up brings together a selection of their praised hardware d...

07/07/2026

Clear-Com Powers Ross Production Services Mobile Productions

eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......

07/07/2026

New Nielsen data shows Kiwis' wellbeing is shaped by fitness, finance and mental health

New Kessler 10 data now available in Nielsen CMI gives brands a deeper view of h...

07/07/2026

Vitamin brands boost ad spend by 27% as 11.8 million Australians turn to supplements

New Nielsen Ad Intel and CMV data reveals rising competition in Australia's ...

07/07/2026

DAS Disputes Wiegels 3.0 EAS Limitations

Share Copy link Facebook X Linkedin Bluesky Email...

07/07/2026

LiveU to Showcase Q Era Innovations at 2026 IBC Show

Share Copy link Facebook X Linkedin Bluesky Email...

07/07/2026

LucidLink Unifies Adobe Frame.io, Enterprise Storage

Share Copy link Facebook X Linkedin Bluesky Email...

07/07/2026

ARRI Introduces ALEXA 35 Live Xtreme Camera

Share Copy link Facebook X Linkedin Bluesky Email...

07/07/2026

Riedel and ARRI Bring Cinematic Live Production to the Eu...

Riedel Communications and ARRI played a key role in one of the most technically ambitious Eurovision Song Contest productions to date. For the first time in the...

07/07/2026

Berklee Valencia Honors Eric Whitacre at the 2026 Commencement Ceremony

Berklee Valencia Honors Eric Whitacre at the 2026 Commencement Ceremony The Grammy-winning composer was celebrated alongside this years cohort of masters degr...

07/07/2026

Disagreements Abound Over the Adequacy of C-Band Replacements

Share Copy link Facebook X Linkedin Bluesky Email...

07/07/2026

Cameras Become More Connected to Production Workflows

Share Copy link Facebook X Linkedin Bluesky Email...

07/07/2026

NFL on TV: Time to Move the Regulatory Goal Posts?

Share Copy link Facebook X Linkedin Bluesky Email...

07/07/2026

Building a Future-Ready Facility for Tomorrow's Broadcasters

Share Copy link Facebook X Linkedin Bluesky Email...

07/07/2026

Rewriting the Control Room: How Broadcasters Are Going Remote

Share Copy link Facebook X Linkedin Bluesky Email...

07/07/2026

Fincons Group appoints Andrea Fravega as Global BU Media...

The appointment will drive growth and innovation across the Media Business Unit Fincons Group, a leading IT business consultancy and systems integrator company...

07/07/2026

Big Blue Marble debuts next-gen ultra low latency MoQ str...

International broadcast and streaming expert Big Blue Marble has announced a multi-month Proof of Concept (PoC) for Media over QUIC (MoQ) during a major interna...

07/07/2026

Leader provides Test and Measurement for global broadcast...

Test & measurement innovator, Leader Electronics of Europe, is proud to announce that two of its leading products, the PHABRIX Qx rasterizer and LeaderPhabrix L...

07/07/2026

Clear-Com Powers Ross Production Services Mobile Producti...

Clear-Com announced that Ross Production Services (RPS), a leading provider of mobile production solutions for live events and broadcasts, has standardized on ...

07/07/2026

Q Era Innovations Take Center Stage for LiveU at IBC2026

LiveU redefined live newsgathering with the invention of cellular bonding. At IBC2026, Stand 7.C24, the company will show how that foundation is evolving into t...

07/07/2026

Camera to Cloud Meets Camera to Timeline LucidLink Unifi...

LucidLink, a leader in cloud-based file services for content creators, today announced an enhanced workflow integration between LucidLink and Adobe Frame.io tha...

07/07/2026

Comcast's Sky to Acquire ITV Media and Entertainment

Share Copy link Facebook X Linkedin Bluesky Email...

07/07/2026

Digital Alert Systems Details ATSC 3.0 EAS Capabilities to FCC

Share Copy link Facebook X Linkedin Bluesky Email...

07/07/2026

New appointments to Screen Australia board

New appointments to Screen Australia board 7 July 2026 The Albanese Labor Government has made new appointments to the Screen Australia board. Dr Tania Chamber...

07/07/2026

The right team. The right time.' How The Killings at Parrish Station stuck to their creative guns.

The right team. The right time.' How The Killings at Parrish Station stuck t...

07/07/2026

Toby Regbo, Harry Gilby and Jessica Barden lead cast for The Cadburys - the true story of the Cadbury family - with filming now underway in Birmingham

UKTV commission with BritBox and Sony Pictures Television and inspired by Deborah Cadbury's book, Chocolate Wars The six-part series is produced by Fable P...

07/07/2026

Record audiences tune into the ICC Womens T20 World Cup 2026 on Sky Sports

Tuesday 7 July 2026 Record audiences tune into the ICC Women's T20 World Cup 2026 on Sky Sports The ICC Women's T20 World Cup 2026 was the most watche...

07/07/2026

Official trailer released for Fightland, a revenge drama from executive producer Curtis 50 Cent Jackson coming August to Sky and NOW

Tuesday 7 July 2026 Official trailer released for Fightland, a revenge drama fr...

07/07/2026

Riedel and ARRI Bring Cinematic Live Production to the Eurovision Song Contest

Wuppertal July 7, 2026 Riedel and ARRI Bring Cinematic Live Production to the Eurovision Song ContestRiedel Communications and ARRI played a key role in one o...