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

Comscore (NASDAQ: SCOR) and Yahoo DSP announced a first-to-market partnership on March 5, 2026 to deploy Proximic Political Audiences for Connected TV (CTV) political advertising.

Rhea-AI Summary

Comscore (NASDAQ: SCOR) and Yahoo DSP announced a first-to-market partnership on March 5, 2026 to deploy Proximic Political Audiences for Connected TV (CTV) political advertising. The solution aligns streaming targeting with verified linear TV exposure to improve incremental reach across premium CTV inventory.

Proximic Political Audiences support PAC and candidate campaigns at the local market level and are operationalized with activation partners such as MiQ to help advertisers coordinate cross-screen political campaigns for the 2026 election cycle.

Positive

• First-to-market Proximic Political Audiences launch on March 5, 2026
• Supports both PAC and candidate campaigns at the local market level
• Integrates linear TV exposure with CTV to improve incremental reach

Negative

• None.

Argus Mar 5 session

-0.57% close to close Open Argus

Details

News Market Reaction – SCOR

On Mar 5, the day this news came out, SCOR closed 0.57% below the previous close.

Data tracked by StockTitan Argus for the Mar 5 session.

Key Figures

Election cycle: 2026

Election cycle

2026

Voter engagement focus for upcoming House, Senate, and Gubernatorial races

Historical Context

5 past events · Latest: Mar 03

5 events

1. Mar 03

   Earnings date notice

   24h Move

   -0.9%

   Announcement of upcoming Q4 and full-year 2025 earnings call.

2. Jan 29

   AI usage report

   24h Move

   -3.1%

   Reported strong YoY growth in mobile and desktop AI assistant usage.

3. Jan 20

   Programmatic report

   24h Move

   +0.1%

   State of Programmatic report highlighting rising CTV and audio budgets.

4. Jan 08

   Audio integration

   24h Move

   +11.8%

   Launch of audio targeting and measurement with The Trade Desk.

5. Jan 07

   ESPN measurement deal

   24h Move

   +5.3%

   ESPN adopting Comscore cross-platform content measurement for unified view.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

connected tv (ctv), dsp, programmatic, pac

4 terms

connected tv (ctv) technical

"to enhance political advertising effectiveness across Connected TV (CTV) with the launch"

Connected TV (CTV) is a television set that uses an internet connection to stream video apps and services instead of or alongside traditional broadcast or cable signals. For investors it matters because CTV shifts where viewers spend time and how ads are bought and measured, creating new revenue opportunities and competitive pressures for media companies much like a smartphone changed where people spend their attention and advertisers place their money.

dsp technical

"Comscore (NASDAQ: SCOR)... and Yahoo DSP today announced a first-to-market partnership"

A demand-side platform (DSP) is software that automates buying digital advertising space across websites, apps and video, letting marketers bid for and place ads in real time. Think of it as a smart shopper that compares many stores at once to find the best price and audience for each ad. Investors watch DSPs because their reach, pricing efficiency, data access and compliance with privacy rules directly affect revenue growth, margins and competitive position in ad-driven businesses.

programmatic technical

"Supported by a leading programmatic partner in Proximic by Comscore and Yahoo"

"Programmatic" describes the automated process of buying and selling financial assets or advertising space using computer systems and algorithms. It allows transactions to happen quickly and efficiently, often without human intervention, similar to how vending machines dispense snacks automatically. For investors, programmatic methods can lead to faster decision-making and more precise targeting of opportunities, potentially enhancing overall investment performance.

pac regulatory

"Proximic Political Audiences are available for both PAC and candidate advertising campaigns"

A PAC (political action committee) is an organization that collects money to support or oppose political candidates, legislation, or regulatory outcomes; think of it as a community fund used to influence rules and who makes them. Investors care because PAC activity can shape laws, tax policy, and regulatory enforcement that affect industries and company profits, so PACs can change a company’s operating environment much like a weather system changing conditions for sailors.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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New solution bridges linear and streaming campaign strategies for smarter voter engagement in the 2026 election cycle

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

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What did Comscore (SCOR) and Yahoo DSP announce on March 5, 2026 regarding CTV political ads?

They announced a partnership to launch Proximic Political Audiences for CTV political advertising. According to Comscore, the solution aligns streaming targeting with verified linear TV exposure to improve incremental reach across premium CTV inventory for 2026 campaigns.

How do Proximic Political Audiences improve political CTV campaign targeting for SCOR advertisers?

They align streaming audiences with verified linear TV exposure to reduce fragmentation across screens. According to Comscore, this enables advertisers to adjust ads across linear and streaming for coordinated reach and better voter engagement in local markets.

Are Proximic Political Audiences available for PAC and candidate campaigns and when can agencies use them?

Yes — Proximic Political Audiences are available for both PAC and candidate campaigns now. According to Comscore, activation partners like MiQ can operationalize the audiences at scale across premium CTV inventory for the 2026 election cycle.

Which partners will help deploy Comscore and Yahoo DSP's political CTV solution for SCOR clients?

Activation partners such as MiQ will operationalize the audiences across CTV inventory. According to Comscore, the collaboration uses Proximic activation, Comscore local TV measurement, and Yahoo DSP scale to serve advertisers.

What measurable advantage does the Comscore and Yahoo DSP partnership claim for 2026 political advertisers?

The partnership claims improved incremental reach by coordinating linear and streaming ad exposure. According to Comscore, combining local TV intelligence with Yahoo ConnectID and Proximic activation yields more precise, cross-screen political targeting.