ComScore, Yahoo DSP Collaborating on Political Advertising Tools

MT Newswires Live

03/05

ComScore (SCOR) and Yahoo DSP said Thursday they are collaborating on political advertising effectiveness on connected TV with the launch of the Proximic Political Audiences service.

Financial terms of the collaboration were not disclosed.

The partnership is meant to help advertisers "unify fragmented media strategies" across linear and streaming operations, the companies said.

Proximic Political Audiences aligns connected TV ad targeting with linear TV exposure, helping campaigns improve reach, the companies said.

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