Horizon Media Partners with Comscore's Proximic

US media agency Horizon Media has announced a strategic partnership with Comscore's programmatic ad division Proximic, which will provide contextual intelligence-based audience segments, to help Horizon's global client base with targeting of ads at scale.

Horizon is the largest US media agency according to the most recent data from Ad Age, with around 2,400 employees, headquarters in New York and offices in Los Angeles and Toronto.

The deal gives Horizon Media's clients seamless access to thousands of Proximic's contextually-powered targeting segments, in particular its ID-free Predictive Audiences. The latter are compiled from Comscore's opt-in panel data and allow privacy-compliant targeting by purchase intent, interest and personas.

Kathryn Roganti, SVP Brand and Agency at Proximic by Comscore comments: 'In light of signal loss and increased global privacy regulations, sophisticated media buyers like Horizon have already begun to adopt privacy-focused technologies that will insulate them from these ongoing shifts in the identity landscape. Our partnership with Horizon will enable them to support clients who are navigating the choppy waters of the targeting ecosystem, using trusted, privacy-resilient data'. Alexander Stone, SVP of Advanced Video and Agency Partnerships at Horizon says the firm's partnership with Comscore and use of Proximic's 'cutting-edge targeting technology' has 'consistently improved outcomes across [its] client portfolio'.

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

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