Comscore and Yahoo DSP Team Up to Boost CTV Political Advertising with Proximic Audiences — Comscore, Inc.

Event summary

Comscore and Yahoo DSP launched a partnership to enhance political advertising effectiveness across Connected TV (CTV) with Proximic Political Audiences.
The partnership aims to support political activation partners like MiQ’s dedicated political division.
Proximic Political Audiences align CTV targeting with verified linear TV exposure to improve incremental reach.
The collaboration is timed for the 2026 political cycle, focusing on House, Senate, and Gubernatorial races.
Proximic Political Audiences are available for both PAC and candidate advertising campaigns.

The big picture

The partnership between Comscore and Yahoo DSP addresses the growing need for unified media strategies in political advertising. As campaigns increasingly rely on CTV to reach voters, the ability to coordinate linear and streaming inventory is becoming a strategic imperative. This collaboration leverages Comscore’s local TV measurement expertise and Yahoo DSP’s programmatic platform to provide a competitive edge in the 2026 political cycle.

What we're watching

Cross-Platform Coordination: How the integration of linear TV intelligence with streaming audiences will impact political advertising efficiency.
Market Impact: Whether this partnership will set a new standard for political advertising in the 2026 election cycle.
Adoption Pace: The pace at which political campaigns will adopt Proximic Political Audiences for CTV advertising.