Proximic Partners for New Sports Fan Segments

Comscore's Proximic targeting division has teamed up with Sports Innovation Lab to help advertisers promote to 'new in-demand sports and entertainment consumer segments', based on advanced purchase and viewing activity.

Comscore launched the dedicated programmatic targeting division last Spring, having acquired ad analytics firm Proximic some nine years ago.

Sports Innovation Lab helps brands and sports properties optimize their sponsorship activity, targeting and fan experience. Its flagship offering is the Sports Data Cloud, which uses proprietary observational, transactional and deterministic fan data to help client organizations understand their customers and acquire more of them.

The Lab will use Proximic's viewing data to enhance the accuracy of its transactional-based sports, media and entertainment audiences, which are based around the purchase behavior of more than 140 million US consumers. The Lab's specific expertise in women's sports will also be used to offer clients access to audiences of 'high-value, uber-loyal' women's sports fans.

The new segments include Heavy International Sports OTT Viewers & Subscribers; Gen Z Football + NFL Fans Transactions & Viewership; Women's Sports Fans Transactions & Viewership; WWE & MMA Combat Sports Fans Transactions & Viewership; and eSports Gamers Fans Transactions & Viewership, among many others.

Jennifer Pelino (pictured), Chief Commercial Officer and President of Data Cloud at Sports Innovation Lab says the firm is 'bringing a new level of accuracy and performance to media', and adds: 'Our collaboration with Proximic enhances our ability to connect brands with highly engaged sports fans through precise and dynamic audience segments'.

'Having access to accurate and comprehensive sports audience data is crucial', says Angela Rodriguez, Global Commercial Lead of Proximic by Comscore, 'especially at a time when women's sports is seeing soaring popularity and viewership. Our combined data sets provide unparalleled insights and targeting capabilities for brands looking to engage with sports enthusiasts'.

The audiences are available on major marketplaces, including LiveRamp, The TradeDesk, Google DV360, Yahoo!, and Xandr.

Web sites: www.sportsilab.com and www.proximic.com .

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