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
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
06/05/2026
Gravity Media Chief RF Communications Engineer Glenn Willems uses Wisycom RF over Fiber and wireless solutions across major cycling events and international mar...
06/05/2026
A Sennheiser Spectera module is now available in Bitfocus Companion and Buttons, enabling direct integration of Spectera with the two software platforms. The mo...
06/05/2026
Ted Turner, the visionary media entrepreneur whose appetite for disruption helpe...
06/05/2026
Peacock is going all-in on the beautiful game - streaming all 104 FIFA World Cup...
06/05/2026
New pricing tiers for vocal/dialogue restoration tool
NoiseWorks Audio's AI-powered vocal and dialogue processing plug-in is now available in three diff...
06/05/2026
Popular mixing & routing software overhauled
Following a recent public beta test, RME have launched the final release version of the powerful mixing and rou...
06/05/2026
New SOS Video Feature
Focusrites ISA C8X is a milestone product that brings together the companys analogue heritage and their expertise in digital audio. Yo...
06/05/2026
Polands Miecznik-class frigates are part of the largest contract in Polish shipbuilding history. (Image Credit: PGZ Stocznia Wojenna)...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Riedel Communications today announced the expansion of its leadership structure as part of a strategic initiative to strengthen both its operational management ...
06/05/2026
For nearly three decades, Veteran Production Sound Mixer and Five-time Emmy Award Winner Dirk Sciarrotta has helped define the sonic identity of the long-runnin...
06/05/2026
ZEISS CinCraft LensCore: Cinema Lens Looks for Compositing
Brie Clayton May 6, 2026
0 Comments
ZEISS announces the launch of CinCraft LensCore, a nove...
06/05/2026
Wisycom Solves Extreme RF Challenges Across Miles of Live Action for Gravity Med...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Narrative Entertainment has partnered with Encompass to deliver high-quality subtitling of its Great! network content using the Altitude Intelligence AI assiste...
06/05/2026
SipRadius, widely recognized for making content processing and connectivity secure and seamless, is proud to launch a dramatic new approach to AI content creati...
06/05/2026
When the broadband and media industry gathers at ANGA COM in Cologne from May 19 to 21, Big Blue Marble will be at the forefront. The international broadcast an...
06/05/2026
Cinegy GmbH, a leading developer of software-defined television technology, is proud to exhibit at MPTS for the first time. Visitors to the stand will discover ...
06/05/2026
Val Jeanty Receives 2026 Doris Duke Artist Award Jeanty, a composer, percussionist, and turntablist, is the fourth Berklee recipient of the prestigious award ...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
When live cycling races and international marathons stretch for miles across cities and countryside, there is no margin for RF failure in live broadcast. As Chi...
06/05/2026
Oberkochen/Germany, May 5, 2026
ZEISS announces the launch of CinCraft LensCore, a novel solution for creating physically based cinematic lens looks for visual...
06/05/2026
06 May 2026
VEON's Kyivstar Authorized to Resell Starlink for Businesses & ...
06/05/2026
UKTV has secured the exclusive rights to the early back catalogue of iconic Australian drama series Neighbours, following a landmark content deal with Fremantle...
06/05/2026
Wednesday 6 May 2026
Sky commissions feature documentary to mark 10th anniversa...
06/05/2026
Wednesday 6 May 2026
Sky and Formula 1 agree long-term partnership across UK, Ireland and Italy
Sky in the UK & Ireland to remain the home of Formula 1 until ...
06/05/2026
Sky Zero Footprint Fund-backed TV campaign launches nationwide, supported by new...
06/05/2026
Wuppertal May 6, 2026
Riedel Expands Leadership Structure, Appoints Marc Engro...
06/05/2026
SAN JOSE, Calif. - May 6, 2026 - Harmonic (NASDAQ: HLIT) today announced its latest broadband innovations for ANGA COM 2026, highlighting its vision for a new e...
06/05/2026
Statement from Rupert Murdoch, Chairman Emeritus, Fox Corporation on Ted Turner&...
06/05/2026
Friday 8 May on RT One and RT Player
Meet the NSPCA team caring for and protecting animals in need in this six-part series
Fly on the wall, six-part series...
06/05/2026
The race to build the world's most powerful AI factories demands networking ...
06/05/2026
How changes to proteins can alter drug interactions for new precision therapies Scripps Research team maps how chemical modifications to proteins affect drug bi...
05/05/2026
Experts from the world of academia, tech, business, politics and media convened for a Thomson Talks at the Cambridge Disinformation Summit in April. It's th...
05/05/2026
Three phones were hardwired for power and transmission to the truck; camera feat...
05/05/2026
The creative studio behind campaigns for the NBA, Fanatics Sportsbook & Casino, ...
05/05/2026
Nielsen has announced results from a co-viewing pilot program covering February&...
05/05/2026
viztrick AiDi, an on-device AI solution developed by Nippon TV, delivered global...
05/05/2026
ARRI has announced Omnibar, a battery-powered, IP65-rated multi-color LED linear...
05/05/2026
Imagine Communications has announced that France T l visions is the first broadc...
05/05/2026
The Women's National Basketball Association (WNBA) and Bell Media today announced a multiyear agreement to broadcast and stream WNBA games in Canada beginni...
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
