comScore, based in Reston, acquired Proximic, a Menlo Park, CA-based analytics company that, according to a release, offers solutions “focused on bringing transparency to digital advertising  for both buyers and sellers.  Technology used in Proximic’s pre-bid solutions will power enhancements to brand safety and content categorization capabilities across comScore’s products, including its Industry Trust offerings and its validated Campaign Essentials™ (vCE®) and Media Metrix® Multi-Platform product suites. The Proximic team will be joining comScore as part of the acquisition.”

The release also stated that Proximic offers several separate but complementary solutions for both ad buyers and sellers. Using Proximic’s solutions, buyers can create customized targeting segments using contextual data, brand protection features, keywords, phrases or sentences to target and filter the inventory that is being bid on in real time. Sellers can normalize categorization and brand protection data across all of their web sites to meet their advertiser’s targeting needs, pushing this data to their DMP for audience analysis. Sellers can also create their own programmatic packages across their inventory and share them directly with selected buyers. Proximic’s solutions are currently integrated into several publishers and demand-side platforms (DSPs), including AppNexus.

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