“In today’s landscape, the industry calls for a cohesive way for advertisers to reach their target audiences at scale across all screens,” said Rachel Gantz, General Manager, Activation Solutions at Comscore. Beeswax users can customize settings based on their unique needs to ensure contextual relevancy and brand safety filters along with cookie-free audience targeting are applied according to the needs of each campaign. The new contextual targeting offering is backed by Comscore’s contextual engine, which profiles hundreds of thousands of topics to provide a highly accurate appraisal of 1,700+ Predictive Audiences, content suitability and brand safety risks. Accordingly, Beeswax clients are able to leverage Comscore’s taxonomy of attributes, which include Predictive Audiences, contextually driven audiences that cover all major industry verticals, bolstered by FreeWheel’s advanced technology. Investment in contextual advertising across the industry has grown 21% year-over-year, as advertisers seek to better understand the content where they are buying programmatically, according to an IAB study. The partnership was developed in response to increasing demand from clients for more contextual advertising solutions built for scale and certainty. And, with these capabilities built directly into the Beeswax platform, it’s now easier than ever for buyers to connect with their desired audiences in a brand safe environment.” “Comscore has the technology, profile data, and scale that Beeswax clients need to target their audiences within relevant content on premium CTV inventory. “This launch signifies a significant step forward for CTV advertising, as we continue to work alongside key industry partners to make programmatic CTV buying a more flexible, scalable and effective experience,” said Soo Jin Oh, Chief Strategy Officer, FreeWheel. The new offering will help marketers more easily identify valuable impressions and reach the right viewers in a privacy-forward manner across a fragmented premium video ecosystem. Media buyers using the Beeswax platform now have access to Comscore’s Predictive Audiences and CTV brand protection offering. RESTON, VA, Septem- Today, FreeWheel and Comscore announced a partnership that expands the Connected TV (CTV) contextual targeting capabilities available through FreeWheel’s demand-side platform, Beeswax. The integration is the first step to enable more advanced contextual services for FreeWheel and Beeswax. Press Release FreeWheel and Comscore Launch Advanced Connected TV Contextual Targeting Capabilities on FreeWheel’s Demand-Side Platform BeeswaxĬomscore’s advanced contextual segments are now available directly in the Beeswax Platform for advertisers to target across all major industry verticals.
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