• by Laurie Sullivan , Staff Writer @lauriesullivan, 11 hours ago

Advertisers are chasing questions that prompt change. Is it possible to rely on trust and quality in the same campaign? Will consumers accept synthetic visuals in messaging?

Like unicorns and fairies, a mythical concept has been floating around the advertising industry -- advertisers can either drive scale or have quality inventory, but cannot achieve both.

Rachel Gantz, managing director of Proximic, wants to burst that myth about driving scale and having quality inventory.

Proximic is Comscore’s programmatic division for targeting and measurement.

The pendulum has swung from contextual to audience targeting, and now the two have found a happy medium combined within programmatic advertising’s evolving landscape.

Artificial intelligence (AI) has found the bridge and created a foundational layer, and companies like Comscore and Adelaide are making it work to provide smarter media-buying strategies, as well as precise analytics, targeting and measurement.

Adding Adelaide’s attention metrics to Comscore’s certified inventory improves inventory quality, explains Gantz.

This collaboration enables media buyers to reach high-quality inventory certified by Comscore, with placements optimized through Adelaide’s attention-based metrics.

By integrating these insights into a seamless programmatic solution across PubMatic’s premium inventory, advertisers can help ensure that their campaigns appear in placements that drive higher engagement. 

This is the next evolution of brand safety,” she said. “Trends have been more along the lines of avoidance,” but with Comscore-Certified Deal IDs inventory, which launched last month with Magnite’s supply side platform (SSP), uses trust to ensure programmatic transactions are based on quality and high rankings.

The expansion of its Comscore-Certified Deal IDs to include Adelaide’s attention-based metric in PubMatic’s premium sell-side supply, including many of the top connected television (CTV) publishers.

By integrating attention-based metrics into curated deals, this collaboration highlights the shift toward precision targeting and actionable insights, ensuring that every campaign connects with its audience.

Who is the target audience and what outcomes are the brand trying to reach? If companies do it correctly, they reach scale and run quality inventory.

“AI is at the core of literally everything,” she said.

When asked how AI will change Comscore’s business model, she said: “I think we will be surprised at how it will change the ad-tech ecosystem. It’s an area I spend a tremendous amount of time thinking about.”

Gantz expects to hear a lot about this topic at Cannes this week.