Proximic Launches Political Ad-Based Segmentation

Proximic, Comscore's programmatic ad targeting division, has announced new audience segments based on exposure to specific political campaigns and local TV programs.

The new segments are available exclusively to clients of global digital media-buying platform The Trade Desk. Political ad spend for the election year 2024 is forecast to exceed $10bn, and Comscore says the new segments allow for targeting at the presidential, senate, house and gubernatorial level, all in a 'privacy-centric way'. The political TV ad exposure custom segments are available as ID-based audiences or ID-free contextual Predictive Audiences.

Kevin Fisher, GM Business Development at The Trade Desk says 'The open Internet provides opportunities for political advertisers to apply more data to better understand what messages resonate with audiences'. Proximic MD Rachel Gantz comments: 'With the 2024 election season on the horizon and record-breaking spending anticipated, Proximic is excited to integrate our Political Ad Exposure segments into The Trade Desk to empower advertisers to reach political audiences in a privacy-centric manner. Media buyers will now have the ability to extend reach and drive incrementality over linear, to effectively compete in this hyper-competitive race'.

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