comScore Acquires analytics firm Proximic

comScore (NASDAQ: SCOR) has announced that it has acquired Proximic, a Menlo Park, CA-based analytics company that 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.

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.

“We are excited to welcome the Proximic team to comScore,” said Mike Brown, Chief Technology Officer at comScore. “Proximic’s solutions will help us create a higher quality environment where buyers are given better context and brand protection regarding what they are purchasing, and sellers are better able to receive fair value for their inventory. Integrating technology from Proximic’s pre-bid solutions into select comScore product suites will bring benefits to the span of players in the ecosystem, providing greater transparency and enhanced data to clients to drive improved campaign performance.”

“Being able to combine our global data services and solutions with comScore’s deepens the capabilities we can now offer to our respective customers.” said Rodney Mayers, President and CEO at Proximic. “As the programmatic industry matures and expands, it’s important to have a trusted, truly neutral data solutions provider that advertisers and publishers can rely on to solve global and cross-media measurement challenges. We are thrilled to join comScore, and look forward to the great work our teams will do together.”

Tags:

Leave a Reply