The Trade Desk, Comscore Team On AI-Powered Political Audience Targeting

Demand-side platform/DSP The Trade Desk has integrated a new suite of AI-powered audience segments from Proximic by Comscore that allow for capturing TV ad exposure down to the local level for political campaign audience targeting. 

The segments reach users based on their exposure to specific political campaigns and local TV, and are available in both ID-based and “privacy-centric” contextual ID-free predictive audiences, for maximum reach, according to Comscore. 

Marketers can use the segments to suppress viewers of a candidate's linear TV ads to achieve incremental reach via digital and connected TV; to reach viewers of a candidate’s linear TV ads to increase or reduce frequency across other channels; and to target audiences who have been exposed to competitive candidates’ ads to increase their own share of voice, among other applications. 

Available exclusively to clients of The Trade Desk global digital buying platform, the segments join Proximic’s existing targeting capabilities, including targeting by TV ad exposure at the brand and product level, TV show and network viewership, and streaming viewership.



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