Comscore and Adelaide Expand Access to High-Quality, Attention-Optimized Curated Deals across PubMatic’s platform

Rhea-AI Summary

Comscore (NASDAQ: SCOR) has expanded its Comscore-Certified Deal IDs to incorporate Adelaide's attention metrics across PubMatic's premium sell-side platform. This collaboration integrates Comscore's inventory rankings with Adelaide's attention-based measurements, enabling advertisers to target high-engagement placements across top CTV publishers. The partnership creates a first-of-its-kind programmatic curation solution that combines Comscore's content measurement and Proximic programmatic targeting capabilities. The integration aims to provide media buyers with enhanced transparency and efficiency in programmatic advertising, allowing them to activate campaigns with confidence and maximize their media investment outcomes.

Positive

• First-of-its-kind programmatic curation solution combining content measurement with programmatic targeting
• Integration with PubMatic expands access to premium CTV publisher inventory
• Partnership enhances transparency and efficiency in programmatic advertising
• Solution helps advertisers optimize campaign performance through attention-based metrics

Negative

• None.

Insights

Ad Tech & Digital Media Analyst

Comscore expands its advertising measurement capabilities through strategic partnership with Adelaide and PubMatic, strengthening its competitive position in attention-based advertising.

Comscore's expansion of its Certified Deal IDs to incorporate Adelaide's attention metrics across PubMatic's platform represents a strategic enhancement of its ad measurement ecosystem. This three-way partnership combines Comscore's content measurement and Proximic programmatic targeting with Adelaide's attention-based metrics, creating a more comprehensive offering for advertisers seeking quality inventory.

This integration addresses a critical pain point in the fragmented programmatic advertising landscape. By unifying inventory quality signals with attention metrics, Comscore is positioning itself as an essential intermediary in the ad quality verification chain. The company is effectively building network effects by connecting its measurement capabilities with Adelaide's specialized metrics and PubMatic's supply-side platform.

The partnership specifically targets high-value CTV (Connected TV) inventory, which commands premium pricing in the ad ecosystem. By focusing on this growing segment, Comscore is strengthening its relevance in a digital advertising environment increasingly shifting toward streaming platforms.

From a competitive standpoint, this move reinforces Comscore's position against rivals like Nielsen and Oracle's Moat by expanding beyond traditional audience measurement into attention quality metrics. By serving as the connective tissue between various ad tech components, Comscore is enhancing its strategic value to advertisers while potentially creating more defensible revenue streams through these integrated partnerships.

New collaboration combines Comscore’s trusted inventory rankings with Adelaide’s attention metrics, enabling advertisers to drive higher engagement and maximize campaign impact

RESTON, Va., June 10, 2025 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a global leader in measuring and analyzing consumer behaviors, today announced the expansion of its Comscore-Certified Deal IDs to include Adelaide’s attention-based metric in PubMatic’s premium sell-side supply including many of the top CTV publishers. Adelaide is a leader in attention-based media measurement and PubMatic is a leading technology platform that enables publishers to manage and monetize their digital advertising inventory programmatically.

This collaboration enables media buyers to reach top-quality inventory certified by Comscore, with placements strategically optimized through Adelaide’s attention-based metrics. By integrating these insights into a seamless programmatic solution across PubMatic’s premium inventory, advertisers can help ensure their campaigns appear in placements that drive the highest engagement and impact—maximizing business outcomes.

“At Comscore, we are committed to providing media buyers with the tools they need to drive performance and transparency in programmatic advertising,” said Rachel Gantz, Managing Director, Proximic by Comscore. “This integration aligns with Comscore’s mission to unify disparate parts of the ad ecosystem, bringing together trusted Comscore data solutions with key industry partners to enable advertisers to activate campaigns with confidence and drive outcomes that matter.”

A first-of-its-kind programmatic curation solution, Comscore-Certified Deal IDs unifies two of Comscore’s flagship solutions – marrying its industry-leading content measurement with its Proximic programmatic targeting capabilities.

“Combining Adelaide’s media quality metric, AU, with Comscore’s trusted independent inventory quality signals in PubMatic makes targeting premium inventory easy for media buyers,” said Marc Guldimann, CEO and co-founder at Adelaide. “With this partnership, advertisers can seamlessly activate programmatic campaigns with confidence that they’re getting the best value for their media investment.”

“By enabling Comscore-Certified Deal IDs in our SSP, we are expanding opportunities for advertisers to buy high-quality inventory with enhanced transparency and efficiency,” said Howard Luks, VP of Audience Solutions at PubMatic. “This initiative is part of PubMatic’s vision to develop the technology, infrastructure and partnerships that power a performant open internet. Through programmatic advertising with data-driven curation, we are committed to creating a more transparent, efficient and impactful digital ecosystem. We’re excited to partner with Comscore and Adelaide to empower media buyers with the data they need to maximize their ad spend.”

With this latest integration, Comscore continues solidifying its role as an independent, third-party authority in inventory quality measurement, providing advertisers the tools to maximize media effectiveness across the programmatic ecosystem.

About Comscore
Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With a 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 Contact:
Marie Scoutas
Comscore
press@comscore.com

FAQ

What is the new partnership between Comscore (SCOR) and Adelaide?

Comscore has expanded its Comscore-Certified Deal IDs to include Adelaide's attention metrics across PubMatic's platform, combining inventory rankings with attention-based measurements for optimized advertising campaigns.

How does the Comscore (SCOR) and Adelaide integration benefit advertisers?

The integration enables advertisers to target high-quality inventory with enhanced transparency, maximize engagement, and improve campaign performance through attention-based metrics and premium programmatic placements.

What makes the Comscore (SCOR) programmatic curation solution unique?

It's a first-of-its-kind solution that unifies Comscore's content measurement with Proximic programmatic targeting capabilities, providing enhanced targeting and transparency for advertisers.

Which platforms are included in the Comscore (SCOR) and Adelaide partnership?

The partnership operates across PubMatic's premium sell-side supply platform, including access to many top CTV publishers.

How does this partnership affect Comscore's (SCOR) position in the market?

The integration strengthens Comscore's position as an independent, third-party authority in inventory quality measurement within the programmatic ecosystem.