Yahoo DSP Onboards Comscore’s AI-Powered ID-Free Audiences for Efficient and Privacy-Centric Campaign Activation

Rhea-AI Summary

Comscore (NASDAQ: SCOR) has expanded its partnership with Yahoo DSP by integrating its AI-powered ID-free audiences into Yahoo's targeting solutions. The integration enables advertisers to activate privacy-centric targeting across desktop, mobile, and CTV without relying on traditional identifiers. This solution is particularly valuable for highly regulated industries like health, pharma, and financial services.

The ID-free audiences, powered by Comscore's first-party data, contextual technology, and AI, have demonstrated improved performance metrics, including lower CPMs, higher CTRs, and reduced CPAs. The integration is now live and available to all Yahoo DSP clients, complementing Yahoo's existing privacy-forward targeting capabilities.

Positive

• Integration enables better advertising performance with lower CPMs, higher CTRs, and lower CPAs
• Expands market reach in highly regulated industries (health, pharma, financial services)
• Solution works across multiple platforms (desktop, mobile, CTV) increasing reach
• Addresses growing privacy concerns while maintaining targeting effectiveness

Negative

• None.

RESTON, Va., May 28, 2025 (GLOBE NEWSWIRE) -- Comscore, Inc. (NASDAQ: SCOR), a global leader in measuring and analyzing consumer behavior, today announced an expansion of its partnership with Yahoo DSP, adding Comscore’s AI powered ID-free audiences to Yahoo’s existing suite of targeting solutions.

As third-party signals continue to disappear and the media industry braces for the next wave of privacy regulation, these AI-powered audiences offer a privacy-centric approach for reaching consumers without relying on traditional identifiers, building on the trusted contextual segments and brand safety audiences already available in the buy-side platform. This is particularly impactful for highly regulated industries, such as health, pharma, and financial services.

Through this integration, Yahoo DSP clients can now activate Comscore’s ID-free audiences directly within the Yahoo DSP, giving advertisers a scalable, privacy-by-design solution that can be leveraged across desktop, mobile, and CTV.

ID-free audiences, powered by Comscore’s trusted first-party data, contextual technology, and proprietary AI, help advertisers deliver the outcomes they need more efficiently, with many clients seeing lower CPMs, higher CTRs, and lower CPAs. This builds on the ID-free targeting strategies already available in Yahoo DSP, now providing an even more powerful suite of privacy-forward tools.

“At Comscore, we’re committed to helping brands understand consumers and we’re rewriting the industry playbook for how consumer insights are collected and applied, without compromising on privacy,” said Steve Bagdasarian, Comscore’s Chief Commercial Officer. “This expanded partnership with Yahoo DSP empowers advertisers to activate AI-powered, ID-free audiences, reaching the right consumers without sacrificing performance or budget efficiency.”

“Yahoo has long been committed to simplifying how advertisers reach their target audiences at scale in a privacy-forward way through our premium DSP. Our expanded partnership with Comscore is another important step in achieving these goals,” said Giovanni Gardelli, VP Ads Data Products, Yahoo DSP. “By offering Comscore ID-free audiences directly in our platform, we’re enabling our clients to deliver better outcomes while balancing the need for user privacy.”

The integration is now live and available to all Yahoo DSP clients.

About Comscore  
Comscore (NASDAQ: SCOR) is a global, trusted partner for planning, transacting, and evaluating media across platforms. With a robust 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 multi-screen 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 is the impact of Comscore's Yahoo DSP partnership on SCOR stock?

The partnership expands Comscore's market reach and offers improved advertising performance metrics, potentially benefiting SCOR's revenue through increased adoption of their ID-free audience solution.

How does Comscore's ID-free audience technology work with Yahoo DSP?

The technology uses AI, first-party data, and contextual technology to enable privacy-compliant targeting across desktop, mobile, and CTV platforms without traditional identifiers.

What performance improvements does Comscore's ID-free solution offer through Yahoo DSP?

The solution delivers lower CPMs (cost per thousand impressions), higher CTRs (click-through rates), and lower CPAs (cost per acquisition) for advertisers.

Which industries benefit most from Comscore's Yahoo DSP integration?

The solution particularly benefits highly regulated industries such as health, pharmaceutical, and financial services sectors that require strict privacy compliance.

When will Comscore's ID-free audiences be available on Yahoo DSP?

The integration is already live and available to all Yahoo DSP clients.