Amazon DSP Integrates Comscore Predictive Audience Segments Across CTV, Web and Mobile
AMZN•Amazon DSP now offers Comscore’s Proximic Predictive Audience segments across CTV, web and mobile, enabling advertisers to target non-endemic and incremental audiences with AI-driven contextual data. Ad-tech platform MiQ is first to implement the offering, as Amazon aims to close addressability gaps and challenge rival platforms like The Trade Desk.
1. Partnership Overview
Amazon DSP has integrated Comscore’s Proximic Predictive Audience segments into its demand-side platform, extending access to contextual and ID-free audience data across connected TV, web and mobile channels. This collaboration allows advertisers to target non-endemic and incremental segments powered by machine-learning algorithms to fill critical addressability gaps.
2. Audience Targeting Enhancements
Comscore’s tool provides contextual analysis and AI-informed predictions to identify viewers without relying on third-party cookies or device identifiers. Advertisers can now leverage these segments to optimize campaign reach and performance on Amazon’s ad network, particularly within its growing CTV inventory.
3. Competitive Landscape
This integration positions Amazon DSP as a stronger rival to platforms like The Trade Desk, which has similarly focused on CTV and identity solutions. By enhancing addressability without third-party identifiers, Amazon aims to capture ad budgets shifting toward privacy-compliant, data-driven channels.
4. Early Adoption
Ad-tech firm MiQ has become the first partner to implement Comscore segments within Amazon DSP, signaling initial market validation. Further rollouts are expected as Amazon engages additional advertisers and agencies seeking advanced audience targeting capabilities.
