- Comscore (SCOR, Financial) enhances partnership with Yahoo DSP by integrating AI-powered ID-free audiences.
- The integration offers privacy-centric targeting across desktop, mobile, and CTV platforms.
- Enhanced performance metrics include lower CPMs, higher CTRs, and reduced CPAs.
Comscore, Inc. (NASDAQ: SCOR) has announced an expansion of its collaboration with Yahoo DSP by integrating Comscore's AI-powered ID-free audiences into Yahoo's targeting solutions. This strategic move enables advertisers to engage in privacy-centric targeting across desktop, mobile, and connected TV (CTV) platforms without relying on traditional identifiers. This is particularly beneficial for industries like health, pharmaceuticals, and financial services, which are subject to strict privacy regulations.
Powered by Comscore’s first-party data, contextual technology, and proprietary AI, the ID-free audiences have shown improved performance in terms of lower costs per thousand impressions (CPMs), higher click-through rates (CTRs), and reduced costs per acquisition (CPAs). This integration is already live and available to all Yahoo DSP clients, augmenting Yahoo's existing privacy-aware targeting capabilities.
"At Comscore, we're committed to helping brands understand consumers while preserving their privacy," said Steve Bagdasarian, Comscore's Chief Commercial Officer. "This expanded partnership with Yahoo DSP empowers advertisers to engage AI-powered, ID-free audiences, optimizing consumer reach without compromising performance or budget efficiency."
Comscore’s move aligns with industry trends toward privacy-by-design advertising solutions, which are gaining traction as third-party cookies face deprecation and privacy regulations become more stringent. By integrating these ID-free solutions, Comscore positions itself to capture increased market share, thereby potentially enhancing revenue opportunities and strengthening investor confidence in the evolving digital advertising landscape.
