Core Insights - Comscore has launched content-level audio contextual and ID-free audience targeting and cross-platform campaign audio measurement on The Trade Desk platform, positioning itself as a leader in advanced audio targeting and measurement [1][2] Group 1: New Capabilities for Advertisers - The integration of Proximic by Comscore's AI-powered contextual solutions with Comscore's planning and measurement expertise allows advertisers to effectively plan, target, and measure audio inventory, including streaming audio and podcasts [2] - Advertisers using The Trade Desk have reported an average of 10% incremental, exclusive digital reach from audio inventory, demonstrating the effectiveness of this new capability [3] - The integration provides advertisers with the precision, measurement, and accountability they expect from other channels, enhancing their ability to capture the incremental reach of audio [4] Group 2: Engagement and Audience Insights - Comscore data indicates that 45% of adults aged 25 to 34 listen to podcasts weekly, showcasing the medium's engagement with a key demographic and the potential for advertisers [6] - The integration emphasizes the importance of independent measurement and performance-driven decision-making across all channels, reinforcing the value of audio in the digital media landscape [6] Group 3: Privacy-Conscious Advertising Solutions - The integration leverages content-level audio insights to deliver targeting without the need for cookies or user IDs, addressing the growing demand for privacy-conscious advertising solutions [5] - This model of cross-platform collaboration between Comscore and The Trade Desk exemplifies how openness and interoperability can advance the industry [7]