- Comscore (SCOR, Financial) has expanded its Comscore-Certified Deal IDs to include Adelaide’s attention metrics on PubMatic's platform.
- This partnership enhances transparency and efficiency in programmatic advertising, offering advertisers high-engagement placements with top CTV publishers.
- The collaboration combines Comscore’s content measurement with Adelaide's attention-based metrics, optimizing advertisers' campaign performance.
Comscore, Inc. (SCOR), a leader in media measurement, has announced an expansion of its Certified Deal IDs to integrate Adelaide's attention metrics across PubMatic's premium sell-side platform. This strategic collaboration aims to enhance programmatic advertising by offering advertisers high-quality, attention-optimized placements with access to top Connected TV (CTV) publishers.
The integration of Comscore's inventory rankings with Adelaide's attention-based metrics represents a first-of-its-kind programmatic curation solution. It combines Comscore's renowned content measurement capabilities with Proximic's programmatic targeting, allowing advertisers to activate their campaigns with increased confidence and transparency.
This partnership is designed to address key challenges in the fragmented programmatic advertising landscape by unifying inventory quality signals with attention metrics. As a result, media buyers are empowered to reach premium inventory that is certified and strategically optimized for engagement.
Howard Luks, VP of Audience Solutions at PubMatic, expressed the company's commitment to creating a more transparent and efficient digital ecosystem, emphasizing the significance of data-driven curation in maximizing ad spend. Similarly, Marc Guldimann, CEO and co-founder at Adelaide, highlighted the effortless targeting of premium inventory thanks to the partnership’s unique solution.
Comscore’s ongoing focus on enhancing its third-party role in inventory quality measurement supports its strategic expansion into attention-based advertising, strengthening its competitive position against industry rivals like Nielsen and Oracle’s Moat. This move further solidifies Comscore's standing as a vital intermediary in the ad quality verification chain, leveraging its comprehensive measurement solutions to maximize media effectiveness.
