- March 18, 2024

Making the Right Bets When It Comes to Programmatic

Rachel Gantz
Rachel Gantz
Managing Director
Proximic by Comscore
Proximic by Comsore is officially one! I remember fondly my children's first birthdays. We threw them each a big party, but the parties were really for the adults - a celebration of surviving the sleepless nights and perpetual anxiety in that first year, as well as reflecting happily on how far we'd come. So, it goes with my work baby – Proximic!

A year ago, with the support from our incredible CEO, Jon Carpenter, Comscore launched Proximic as a dedicated programmatic targeting division with the goal of having the right level of focus and attention on this growing and important part of Comscore’s business. It came with its own sleepless nights and plenty of anxiety, but I can happily report that we’re approaching this birthday with a lot to celebrate and look forward to as we wrap up a very exciting first year.

As we head into year two, we are staring down a critical period for programmatic targeting - the cookie has now begun to crumble - addressable iOS identifier scale is a thing of the past and privacy regulations are stacking up faster than most can keep up. As we embark on another year in relentless pursuit of solving these challenges, there are three quotes that have served as guiding lights for our team.

1. My mantra: “We didn’t come this far only to get this far.” - Unknown

When we launched our ID-free Predictive Audiences, testing cookieless solutions was on media planners’ perpetual “to do” lists, with no urgency of actually getting started. We pioneered the concept of an ID-free audience using contextual technology because we knew then that scarcity of IDs would completely disrupt the foundation of the adtech industry and that the only real solution that could provide accuracy, performance, and scale would have to be void of any user identifier. Now, we have over 5,000 advertisers leaning into our solutions to provide performative scale in a cookie-free world. We’ve come a long way but there is still much work left to do!

2. Proximic’s Product Team mantra: “Well done is better than well said.” – Benjamin Franklin

In adtech as in life, talk is cheap. Those that can deliver on their promises in the long run will be rewarded and respected. At Proximic by Comscore, we are combining Comscore’s currency-grade data with Proximic’s AI-powered contextual technology. The result is something powerful, differentiated, performative, and future-proof that we have the confidence to stand behind. But saying that our solution is great isn’t enough, so we set out to prove it. In a recent case study, an e-commerce platform client leveraged ID-free Predictive Audiences for customer acquisition. The result was a 45% higher clickthrough rate (CTR) and 50% higher qualified site visit (QSV) rate compared to their benchmarks.

3. Proximic’s Commercial Team mantra: “You miss 100% of the shots you never take.” – Wayne Gretzky

With so much change and uncertainty in the advertising industry, now is not the time to be timid. Now is the time to dream big and set out to make those dreams a reality. Announcements like being named an AdExchanger 2023 Programmatic Power Player, Epsilon’s decision to partner with Proximic for global contextual classification and brand safety, and Eyeota selecting Proximic as their preferred provider for ID-free audiences, provide just a small sampling of the progress that Proximic made in its first year.

We can’t wait to see what 2024 will bring! Contact us to learn more about how you can start using our ID-free Predictive Audiences today.