Comscore, a global leader in consumer behavior measurement and analytics, announced the expansion of its Comscore-Certified Deal IDs program to incorporate Adelaide’s attention-based metric across PubMatic’s premium sell-side inventory, including many of the most prominent Connected TV (CTV) publishers. Adelaide is recognized for its innovative attention-based media measurement, while PubMatic is a leading programmatic technology platform helping publishers effectively manage and monetize digital advertising inventory.
This strategic integration allows media buyers to access top-tier inventory that is both Comscore-certified and optimized using Adelaide’s AU attention metric—bringing together the best in media quality and attention performance. By embedding these insights into PubMatic’s programmatic environment, advertisers can execute campaigns in placements that are proven to drive greater engagement and maximize return on investment.
“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.”
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This evolution of Comscore-Certified Deal IDs represents a groundbreaking programmatic curation solution, combining two of Comscore’s most powerful offerings: industry-trusted content measurement and the advanced targeting capabilities of Proximic by Comscore. The result is a unified solution designed to simplify premium media buying and improve campaign effectiveness.
“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.”