Comscore and Yahoo DSP Partner to Advance CTV Political Advertising with Proximic Political Audiences

Why It Matters

By unifying linear and streaming data, advertisers can maximize voter reach while ensuring every ad dollar is allocated efficiently, a critical advantage in increasingly fragmented political media landscapes.

Key Takeaways

• Combines linear TV data with CTV targeting
• Enables local‑market measurement for political ads
• Scales through Yahoo DSP’s programmatic inventory
• Supports PACs and candidate campaigns at scale
• MiQ activates audiences efficiently

Pulse Analysis

The political advertising ecosystem is undergoing a rapid shift as voters migrate from traditional broadcast to Connected TV. Campaigns that continue to treat linear and streaming as separate silos risk fragmented messaging and wasted spend. Comscore’s deep expertise in local market TV measurement provides the granular view needed to understand where voters are tuning in, while the rise of programmatic CTV offers high‑attention inventory that can be bought with precision. This convergence creates a fertile ground for solutions that bridge the two worlds.

Proximic Political Audiences, the joint offering from Comscore and Yahoo DSP, embeds verified linear exposure data into Yahoo’s ConnectID framework, delivering a unified audience profile that spans both broadcast and streaming environments. Advertisers can now target voters based on confirmed TV viewership, then retarget or reinforce messages on premium CTV inventory, all while measuring performance at the DMA level. Activation partners like MiQ can deploy these segments at scale, ensuring that PACs and candidate campaigns reach the right constituents with the right frequency, ultimately improving incremental reach and cost efficiency.

Looking ahead to the 2026 election cycle, this cross‑platform capability could become a baseline expectation for political media buys. Agencies will likely prioritize vendors that can demonstrate measurable, accountable spend across screens, especially as regulators scrutinize political ad transparency. The partnership also signals a broader industry trend toward integrated, data‑driven political advertising, where programmatic technology and traditional measurement converge to deliver smarter, more accountable voter engagement.