Comscore Launches Audio Targeting and Measurement Capabilities with The Trade Desk, Helping to Unlock Incremental Reach for Advertisers

Rhea-AI Summary

Comscore (NASDAQ: SCOR) announced on Jan 8, 2026 that content-level audio contextual and ID-free audience targeting and cross-platform audio campaign measurement are now available in The Trade Desk platform. The integration combines Proximic by Comscore’s AI-powered contextual solutions with Comscore CCR planning and measurement to cover streaming audio and 4.6 million podcasts. Advertisers can activate Predictive Audiences and contextual audio segments, measure national and local audio reach, frequency, and in-target performance without identity signals, and extend AI-driven contextual tools used across display, video, CTV, and mobile. Comscore campaign data shows an average of 10% incremental exclusive digital reach from audio. Comscore also cites 45% weekly podcast listening among adults 25–34 (June 2025).

Positive

• 10% incremental exclusive digital reach on average from audio inventory
• Content-level targeting across streaming and 4.6 million podcasts
• ID-free
• Extends AI-driven contextual tools to audio for cross-channel planning and measurement

Negative

• None.

Key Figures

Stock price move 5.33% 24h change prior to audio integration news

Trading volume 47,008 shares Today vs 20-day average volume of 10,387

Podcast coverage 4.6 million podcasts Content-level classification available for audio targeting in The Trade Desk

Incremental digital reach 10% Average exclusive digital reach from audio inventory in measured campaigns

Weekly podcast listeners 45% Adults aged 25–34 who listen to podcasts weekly per Comscore data

Market Reality Check

$8.22 Last Close

Volume Volume 47,008 is 4.53x the 20-day average of 10,387, signaling elevated interest ahead of and around this announcement. high

Technical Shares trade above the 200-day MA, with price at 7.12 versus MA 6.17, after a 5.33% pre-news gain over 24 hours.

Peers on Argus 1 Up

SCOR was up 5.33% with strong volume while only one peer in the momentum list (SLE) showed an upside move and core peers (e.g., PODC, GIFT, VBIX, SJ, BODI) had mixed, mostly modest single‑stock moves. This points to a company-specific reaction tied to the new Trade Desk integration rather than a broad sector rotation.

Historical Context

Date	Event	Sentiment	Move	Catalyst
Jan 06	Cross-platform TV module	Positive	+3.8%	Launched daily deduplicated program-level reporting across linear TV, CTV, digital.
Jan 06	Recapitalization deal	Positive	+3.8%	Completed recapitalization exchanging Series B into common and new Series C preferred.
Dec 15	Audio/social expansion	Positive	+8.2%	Expanded CCR to include streaming audio and enhanced social campaign measurement.
Dec 08	AI usage report	Positive	+0.1%	Released 2025 AI Intelligence Report benchmarking generative AI adoption and influence.
Nov 05	Sales tool partnership	Positive	-8.8%	Partnered with Polaris I/O to integrate Comscore audience data into MarketView.

Pattern Detected

Recent product, measurement, and strategic updates have generally seen positive price alignment, with four of the last five news events followed by gains and only one notable divergence on a partnership announcement.

Recent Company History

This announcement extends a series of product and platform moves by Comscore. On Nov 5, 2025, a Polaris I/O partnership for automated audience insights preceded a -8.78% move despite its strategic nature. Subsequent updates in Dec 2025 added streaming audio and expanded social to CCR, which coincided with an 8.23% gain. The Jan 6, 2026 recapitalization and program‑level TV/CTV reporting both matched with positive price reactions around 3.84%. Today’s Trade Desk audio integration fits this ongoing push into cross‑platform and audio measurement.

Market Pulse Summary

The stock surged +11.8% in the session following this news. A strong positive reaction aligns with Comscore’s pattern of favorable responses to cross‑platform and audio measurement launches, as seen with prior CCR audio expansion gains of 8.23%. With shares at 7.12, above the 6.17 200‑day MA and volume at 4.53x its 20‑day average, traders appeared to reward the new Trade Desk integration. Past divergences show that not every partnership sustained upside, so follow‑through often depended on continued execution and demand for the new capabilities.

Key Terms

contextual segments technical

"Activate: Proximic by Comscore’s AI-powered Predictive Audiences and contextual segments for audio"

Contextual segments are distinct parts of a communication, document, or dataset that group related information by topic, audience, or situation so each piece can be read or analyzed in the right setting. Think of them as chapters in a book that keep details about operations, risks, financials, or strategy separate and clearly labeled. For investors, they make it faster to find the facts that affect a company’s value and to compare comparable information across reports, reducing the chance of missing material details.

predictive audiences technical

"Activate: Proximic by Comscore’s AI-powered Predictive Audiences and contextual segments for audio"

Predictive audiences are groups of potential customers created by algorithms that analyze past behavior and characteristics to forecast who is most likely to take a desired action, such as buying a product, signing up, or responding to an ad. For investors, they matter because they show how efficiently a company can find and convert customers — like a heat map that points sales and marketing toward the most promising prospects, helping estimate future revenue growth and the cost of acquiring customers.

cookies technical

"delivering targeting without the need for cookies or user IDs, addressing increasing demand"

Small pieces of data stored on a visitor’s device by a website that remember things like login status, language choice, shopping cart contents, and which pages a user visited. For investors, cookies matter because they power analytics and targeted advertising that drive online revenue and user engagement, while also creating privacy and regulatory risks that can affect costs, reputation, and future earnings—think of them as digital sticky notes that help a site work better but can raise legal and business trade-offs.

cross-platform technical

"cross-platform campaign audio measurement are now available in The Trade Desk platform"

Cross-platform describes a product or service designed to work across multiple operating systems, devices, or environments—like an app that runs on phones, tablets and desktops without needing a different version for each. For investors it matters because broader compatibility can reach more customers, reduce dependence on a single provider, and improve adoption and revenue potential, similar to a book released in print, e‑book and audio formats selling to more readers.

AI-generated analysis. Not financial advice.

RESTON, Va., Jan. 08, 2026 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a global leader in measuring and analyzing consumer behaviors, today announced that content-level audio contextual and ID-free audience targeting and cross-platform campaign audio measurement are now available in The Trade Desk platform. This makes Comscore among the first providers to enable both advanced audio targeting and large-scale audio campaign measurement on the platform.

By combining Proximic by Comscore’s AI-powered contextual solutions with Comscore’s planning and measurement expertise, this launch provides advertisers with new capabilities to plan, target, and measure audio inventory – including streaming audio and podcasts. As audio continues to grow as a mainstream channel, this integration helps advertisers demonstrate the incremental reach and performance audio delivers alongside other digital and linear platforms.

Advertisers using The Trade Desk can now:

• Activate: Proximic by Comscore’s AI-powered Predictive Audiences and contextual segments for audio, with content-level classification across streaming and 4.6 million podcasts
• Measure: Comscore CCR offers national and local audio reach, frequency, and in-target performance—without relying on identity signals
• Extend: Work towards maximizing cross-channel strategies by applying the same contextual and AI-driven tools proven in display, mobile, video, CTV, and audio
  

Advertisers are already seeing success: According to Comscore campaign measurement data, on average, 10% of incremental, exclusive digital reach came from audio inventory.*

“Now being able to add measurement of audio gives us the ability to activate and measure our entire digital strategy with the same rigor as other channels is a huge step forward,” said Julie Wagner, Digital Media Manager at Boelter+Lincoln.

“With audio rapidly becoming a core part of the media mix, advertisers need the precision, measurement, and accountability they expect from other channels,” said Jess Trainor, Head of Partnerships at Proximic by Comscore. “Through our integration with The Trade Desk, Comscore is extending true cross-platform support—now inclusive of audio at scale—so advertisers can better capture the incremental reach this medium delivers.

The integration leverages content-level audio insights from The Trade Desk, delivering targeting without the need for cookies or user IDs, addressing increasing demand for privacy-conscious advertising solutions.

“Audio is one of the most engaging channels in digital media, and this integration gives advertisers even more ways to reach those audiences with precision,” said Shelby Coon, Senior Director of Data Partnerships, The Trade Desk. “Together with Comscore, we’re helping marketers better understand the incremental reach and impact of audio, while reinforcing the importance of independent measurement and performance-driven decisioning across every channel.”

According to Comscore data, 45% of adults surveyed between the ages 25 and 34 listen to podcasts weekly**, highlighting the medium’s deep engagement with a key demographic and the opportunity for advertisers investing in audio and the importance of more advanced targeting and measurement solutions.

As digital media becomes increasingly interconnected, this integration showcases the power of cross-platform collaboration. Comscore and The Trade Desk are aligning their technologies to give advertisers greater control, insight, and consistency across channels, in a privacy-conscious way. It’s a model for how openness and interoperability can move the entire industry forward.

^{* Source: Comscore Campaign Ratings, Aug 2025
**Source: Comscore MMX Multi-Platform, Plan Metrix, 25-34 yrs old, Total Internet, June 2025}

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

What did Comscore announce with The Trade Desk on Jan 8, 2026 for SCOR?

Comscore launched content-level audio contextual targeting and ID-free cross-platform audio measurement in The Trade Desk platform.

How many podcasts does Comscore’s audio classification cover for SCOR integration?

The integration includes content-level classification across 4.6 million podcasts.

What incremental reach metric did Comscore report for audio in its SCOR announcement?

Comscore campaign measurement data reported an average of 10% incremental, exclusive digital reach from audio inventory.

Can advertisers measure audio without identity signals after the SCOR–Trade Desk integration?

Yes. Comscore CCR offers national and local audio reach, frequency, and in-target measurement without relying on identity signals.

What audience engagement statistic did Comscore cite for ages 25–34 in the SCOR release?

Comscore cited that 45% of adults aged 25–34 listen to podcasts weekly (June 2025).