Example 2. 2023 December 4: Introducing Proximic Demographic Audiences by Comscore
We’re excited to announce new Proximic Demographic segments that Comscore offers along with their current Contextual Targeting product. These innovative segments provide advertisers with ID-free demographic targeting, which enables precise audience reach based on factors like age and gender. The new segments feature an improved methodology aligned with Comscore's Predictive Audiences and will replace the existing Cookie-Free Demographic segments. The Cookie-Free Demographic segments will remain available in Adform DSP until January 15, 2024, and a separate deprecation communication will follow. In the meantime, we encourage you to transition to Proximic Demographic Segments.
Proximic Demographic Audiences by Comscore provides ID-free demographic targeting capability, allowing you to reach audiences based on demographic factors of age and gender. With the decline in the numbers of IDs available through programmatic inventory, Comscore's ID-free solution enables you to continue to reach your intended audience demographics.
With Proximic Demographic Audiences, you can target content that is predicted to be consumed by a specific demographic. Here’s how this type of demographic targeting works:
You identify your target demographic segment, for example, females aged 18–24. Comscore then extracts a seed set of users fitting the chosen segment from their opt-in panel of over one million persons, and feeds that seed set into their machine-learning models.
Comscore’s machine-learning models map user behavior within that seed set to identify content consumption patterns of the target demographic segment.
The contextual engine used by Proximic Demographic Audiences can understand over 350,000 granular content categories and map them to user behavior and characteristics identified within Comscore’s opt-in panels. As a result, the engine can accurately identify which content categories are the most likely to be viewed by users of a specific gender and age.
Comscore uses the granular content categories that are most likely to be consumed by females aged 18–24 to create a Proximic demographic segment. This new segment enables you to deliver your ads next to content that is predicted to be consumed by your targeted users.
Proximic Demographic Audiences feature an advanced methodology aligned with Predictive Audiences and are set to replace Comscore’s Cookie-Free Demographic segments.
The Cookie-Free Demographic segments will remain available in Adform FLOW during a transition period that will last until January 15, 2024. Once the transition period ends, Cookie-Free Demographic segments will no longer work, so you must remove or replace them until then.
To set up new Proximic Demographic Audience segments for your programmatic line items, follow the procedure in Activate Contextual Targeting and select Comscore as Provider.
In Adform reports, you can evaluate the performance of the new contextual targeting segment that you select for your line items. To see the relevant data, create a custom report and select pre-bid reporting dimensions: Pre-bid Contextual Targeting Features, or Pre-bid Contextual Targeting Providers.