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

Core Insights - Comscore has expanded its partnership with Yahoo DSP to include AI-powered ID-free audiences, enhancing Yahoo's targeting solutions [1][5] - The integration allows Yahoo DSP clients to utilize Comscore's ID-free audiences, providing a scalable and privacy-centric advertising solution across various platforms [3][4] Industry Impact - The move addresses the challenges posed by the decline of third-party signals and upcoming privacy regulations, particularly benefiting highly regulated sectors like health, pharma, and financial services [2] - Comscore's ID-free audiences leverage first-party data and proprietary AI, resulting in improved advertising efficiency, with clients experiencing lower CPMs, higher CTRs, and lower CPAs [4] Company Commitment - Comscore emphasizes its dedication to helping brands understand consumer behavior while maintaining privacy, as stated by its Chief Commercial Officer [5] - Yahoo DSP's VP of Ads Data Products highlighted the importance of this partnership in achieving privacy-forward advertising solutions [5]