Comscore and Yahoo DSP Partner to Advance CTV Political Advertising with Proximic Political Audiences
MWN-AI** Summary
Comscore (NASDAQ: SCOR) and Yahoo DSP have entered a pioneering partnership to enhance political advertising effectiveness in Connected TV (CTV) with the introduction of Proximic Political Audiences. This collaboration aims to support political activation partners, including MiQ, by enabling agencies and campaigns to deploy Proximic Political Audiences across premium CTV inventory efficiently, particularly in anticipation of the critical House, Senate, and Gubernatorial races in 2026.
As political advertisers navigate a fragmented media landscape, this partnership seeks to unify linear TV and streaming advertising strategies. By integrating verified linear TV exposure data into CTV targeting, Proximic Political Audiences help political campaigns maximize their reach and improve advertising effectiveness across different screens. Rachel Gantz, Managing Director of Proximic by Comscore, emphasized the importance of connecting linear and streaming media to create a coordinated approach that enhances voter engagement.
Danny Dikovsky, Head of Independent Agency Sales at Yahoo DSP, highlighted the need to connect multiple voter touchpoints to drive impactful communication. The collaboration combines Comscore's extensive local TV measurement expertise with Yahoo ConnectID, providing advertisers with precise tools to optimize streaming political campaigns, ultimately improving voter impact and engagement.
Further, Jesse Contario, Regional Vice President at MiQ, noted that CTV is crucial for a comprehensive media strategy aimed at engaging voters in high-attention settings. With Proximic Political Audiences available for both PAC and candidate advertising campaigns, this strategic partnership signifies a transformative moment for political advertisers looking to achieve better cross-platform coordination, maximize reach, and enhance resonance, especially as the 2026 election approaches. Comscore stands as a trusted partner in planning and measuring media across various platforms, solidifying its role in delivering actionable insights for advertisers.
MWN-AI** Analysis
The recent partnership between Comscore and Yahoo DSP, introducing Proximic Political Audiences, is set to revolutionize political advertising across Connected TV (CTV). As we approach the high-stakes 2026 political season, this collaboration offers a strategic avenue for advertisers to enhance campaign efficiency and effectiveness amidst a fragmented media landscape.
Investors should closely monitor Comscore (NASDAQ: SCOR) as the company leverages its expertise in consumer behavior measurement to provide political campaigns with advanced targeting capabilities. By integrating linear TV exposure data into streaming platforms, Comscore and Yahoo DSP enable advertisers to unify their media strategies, ensuring that every ad dollar spent is optimized for maximum voter impact. This capability is particularly critical as overlapping advertising strategies become increasingly necessary to reach today’s diverse voter demographics effectively.
The introduction of Proximic Political Audiences allows political entities to operationalize their campaigns at scale, a key advantage during highly competitive election cycles. With activation partners like MiQ, campaigns can effectively measure performance at a local level, enhancing both accountability and precision in ad spend. Given the growing trend of voters consuming content on multiple screens, combining linear TV insights with CTV targeting provides a significant edge for political advertisers looking to ensure their messages resonate.
In terms of market positioning, Comscore is solidifying its role as a pivotal industry player by acting as a bridge between traditional and digital media. This strategic partnership is likely to attract more political advertisers looking to optimize their outreach.
Overall, Comscore presents a compelling investment opportunity, particularly as political advertising expenditures are expected to surge leading up to the elections. Stakeholders should consider Comscore's initiatives as essential in navigating the evolving media landscape, presenting a unique opportunity for growth and enhanced shareholder value.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
RESTON, Va. and NEW YORK, March 05, 2026 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a global leader in measuring and analyzing consumer behaviors, and Yahoo DSP today announced a first-to-market partnership to enhance political advertising effectiveness across Connected TV (CTV) with the launch of Proximic Political Audiences.
The partnership is designed to support leading political activation partners, including MiQ’s dedicated political division, enabling agencies and campaigns to operationalize Proximic Political Audiences at scale across premium CTV inventory.
As political campaigns gear up for pivotal House, Senate, and Gubernatorial races in 2026, advertisers face increasing pressure to unify fragmented media strategies. Working with activation partners such as MiQ, Proximic Political Audiences align CTV targeting with verified linear TV exposure, helping campaigns improve incremental reach by adjusting advertising across screens with precision.
“Political campaigns can’t afford to treat linear and streaming as separate worlds,” said Rachel Gantz, Managing Director, Proximic by Comscore. “By bringing linear exposure data into streaming, Proximic and Yahoo are helping advertisers connect the dots across screens, turning fragmented impressions into coordinated, more effective voter reach that makes every ad dollar work harder.”
This release represents a meaningful evolution in how linear TV intelligence informs streaming audiences for the 2026 political cycle, leveraging Comscore’s depth in local market measurement, Proximic’s activation capabilities, and Yahoo DSP’s scaled platform to give advertisers a strategic edge.
“Today’s voters are seeing messages everywhere, but connecting those touchpoints is what drives real impact,” said Danny Dikovsky, Head of Independent Agency Sales, Yahoo DSP. “Comscore’s depth in local TV measurement in conjunction with Yahoo ConnectID gives us unmatched precision and the foundation to make streaming political campaigns more efficient and effective. Together with Proximic by Comscore, we’re helping advertisers make smarter streaming activations and drive voter impact where it matters.”
“For political campaigns to engage voters in premium, high-attention environments, CTV is a critical part of a holistic media strategy,” said Jesse Contario, Regional Vice President, Southeast and Political, MiQ. "Supported by a leading programmatic partner in Proximic by Comscore and Yahoo, we help our clients optimize their CTV performance and understand true voter impact.”
Proximic Political Audiences are available for both PAC and candidate advertising campaigns and can be measured at the local market level, enabling precision and accountability in spend.
This collaboration marks a pivotal moment for political advertisers, enabling smarter, cross-platform coordination and helping to maximize both reach and resonance, just in time for a critical election year.
About Comscore
Comscore is a global, trusted partner for planning, transacting, and evaluating media across platforms. With an unmatched data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multiscreen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging third-party source for reliable and comprehensive cross-platform measurement.
Media
Marie Scoutas
Comscore, Inc.
Press@comscore.com
FAQ**
How will the partnership between Yahoo DSP and comScore Inc. SCOR impact political advertising strategies for campaigns in Reston, VA, particularly in the context of local voter engagement?
In what ways can comScore Inc. SCOR’s local market measurement capabilities enhance the effectiveness of political campaigns in New York as they prepare for the 20elections?
How does the integration of CTV targeting and linear TV exposure by comScore Inc. SCOR improve the overall reach of political campaigns in both Reston, VA, and New York?
What specific advantages do advertisers in Reston, VA, and New York gain from leveraging Proximic Political Audiences through comScore Inc. SCOR and Yahoo DSP during the 2026 election cycle?
**MWN-AI FAQ is based on asking OpenAI questions about comScore Inc. (NASDAQ: SCOR).
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