Amazon DSP Incorporates Comscore’s Predictive Segments Across CTV and Web
AMZN•Proximic by Comscore’s Predictive Audience segments are integrated into Amazon DSP across CTV, web enabling advertisers to use contextual, ID-free data for non-endemic targeting; MiQ is among the first adopters. The deal enhances Amazon DSP’s addressability as it competes with The Trade Desk after Netflix, iHeartMedia and Nielsen tie-ups.
1. Partnership Integration
Proximic by Comscore’s Predictive Audience segments have been integrated into Amazon DSP across CTV, web and mobile, enabling direct access via the DSP interface. MiQ is among the first clients to utilize the segments, which are designed to fill identity gaps with contextual and AI-informed data.
2. Advertiser Targeting Enhancements
Advertisers can now leverage non-endemic and incremental audience segments without relying on personal identifiers, improving reach in fragmented addressability landscapes. The integration supports cross-channel campaigns by offering consistent data-driven targeting across CTV, web and mobile environments.
3. Strategic Implications
The partnership strengthens Amazon DSP’s position against competitors like The Trade Desk by expanding its first-party data offerings. It follows recent integrations with Netflix, iHeartMedia and Nielsen, underscoring Amazon’s push to enhance its ad-tech ecosystem.
