Proximic to Provide Contextual Analysis for Epsilon

Comscore's programmatic ad targeting division Proximic has partnered with advertising and martech group Epsilon, providing contextual classification of sites to help the latter's clients monitor issues like brand suitability and inventory quality.

Proximic uses a contextual natural language processing engine and AI contextual categorization technology to provide marketers and media companies with a rich set of contextual datapoints from digital addressable supply across platforms including CTV, audio, desktop and mobile. Following the deal, Proximic's AI-powered contextual classifications will provide insights into content across thousands of touchpoints for ad tech platform Epsilon Digital, with a focus on brand suitability, inventory quality, IAB and GARM categorizations.

Kathryn Roganti, Proximic's SVP Commercial, comments: 'As the industry moves towards an alternative signal-based future, rich contextual data is more vital than ever before as marketers seek to maximize the value of inventory available to them in biddable environments. Our partnership with Epsilon will enhance ad quality line of sight for supply available via Epsilon's expansive adtech stack, unlocking new efficiencies and increasing performance for clients activating with Epsilon Digital'.

Rachael Churchill, SVP of Quality & Operations at Epsilon, adds: 'We're excited to see our relationship grow with Comscore as a longstanding Publicis partner as we work together to enhance cross-screen ad quality for our global client base'.

Epsilon has been part of Publicis Groupe since 2019 and is online at www.epsilon.com , while Comscore bought Proximic nine years ago and launched the dedicated programmatic targeting division 'Proximic by Comscore' one year ago - web site www.proximic.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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