Leading MarTech company Epsilon has made headlines by announcing a strategic alliance with Comscore, an established cross-platform measurement provider to merge the former’s programmatic digital ad platform- Epsilon Digital with the latter’s Proximic solution – a powerful AI-driven contextual targeting tool.
Aiming to further empower brands with their operations, this partnership enhances functions relating to deeper audience insights and bolstered performance for data-driven ad-campaigns.
As third-party cookies are under intense scrutiny and face potential demise in the shifting winds of the marketing landscape, contextual targeting is emerging as a vital strategy for brands to reach their audiences with increased efficacy by realizing local content to determine Ad relevance.
Epsilon Digital, Epsilon’s programmatic digital ad platform, encompasses a comprehensive framework for performance-based, personalized digital media campaigns. But with Proximic’s AI-driven contextual classification, promising a huge step forward.
Kathryn Roganti, Senior VP- Commercial at Proximic by Comscore said, “As the industry moves towards an alternative signal-based future, rich contextual data is more vital than ever before as marketers seek to maximize the value of inventory available to them in biddable environments.”
To evaluate material across several touchpoints, such as desktop, mobile, audio, connected TV (CTV), and desktop, Proximic uses artificial intelligence and natural language processing. Epsilon can classify content more precisely thanks to this thorough research, guaranteeing that ad placements are in line with audience interests and brand fit.
“We’re excited to see our relationship grow with Comscore as a longstanding Publicis partner as we work together to enhance cross-screen ad quality for our global client base,” said Rachael Churchill, Senior Vice President of Quality & Operations at Epsilon, according to a press release from Comscore.
The Epsilon-Comscore alliance, according to analysts, is indicative of a larger trend in the sector. As third-party cookies become less common, AI-powered contextual targeting is becoming a competitive option for marketers looking to reach their target market with relevant content.
Although the agreement’s financials were kept under wraps, it is anticipated that the relationship will be advantageous to both businesses. A powerful contextual targeting technology becomes available to Epsilon, and Comscore’s presence in the programmatic advertising market grows.
This partnership emphasizes how crucial contextual targeting is becoming in the changing world of advertising. Through their alliance, Epsilon and Comscore are positioned to provide marketers with a potent solution for more precisely and effectively addressing their target audiences as the industry navigates a cookie-less future.