Comscore Launches Advanced Audio Targeting and Measurement with The Trade Desk, Boosting Advertiser Reach
RESTON, Va., January 08, 2026 (GLOBE NEWSWIRE) — Comscore (NASDAQ: SCOR), a leading company in consumer behavior analysis, has introduced innovative content-level audio targeting and cross-platform campaign measurement features on The Trade Desk platform. This landmark initiative positions Comscore among the first providers to deliver enhanced audio targeting and campaign performance metrics, available to advertisers seeking to maximize their reach.
Enhanced Audio Capabilities for Advertisers
With audio rapidly emerging as a vital component of digital marketing strategies, Comscore's integration with The Trade Desk allows advertisers to leverage advanced tools for audio inventory management. Key features include:
- Activate: Utilize Proximic by Comscore’s AI-driven Predictive Audiences, enabling contextual segments for streaming audio and over 4.6 million podcasts.
- Measure: Access national and local audio reach metrics, frequency, and in-target performance through Comscore’s CCR, all without dependency on identity signals.
- Extend: Enhance cross-channel strategies using contextual and AI-driven tools previously applied in display, mobile, video, CTV, and now audio.
Proven Results from Audio Campaigns
Initial findings from Comscore campaign measurement data reveal that approximately 10% of the incremental exclusive digital reach originates from audio inventory. This statistic underscores the effectiveness of audio as an integral part of advertisers' digital strategies.
“Now being able to add measurement of audio gives us the ability to activate and measure our entire digital strategy with the same rigor as other channels is a huge step forward,” said Julie Wagner, Digital Media Manager at Boelter+Lincoln.
Adapting to Privacy Concerns in Advertising
The integration primarily utilizes content-level audio insights from The Trade Desk, facilitating targeting without cookies or user IDs. This approach meets the growing demand for privacy-conscious advertising solutions, aligning with industry trends.
“Audio is one of the most engaging channels in digital media, and this integration gives advertisers even more ways to reach those audiences with precision,” said Shelby Coon, Senior Director of Data Partnerships at The Trade Desk.
Key Insights on Audio Listenership
Comscore data reveals that 45% of adults aged 25 to 34 engage with podcasts weekly. This statistic emphasizes the significant engagement opportunities for advertisers focused on the audio market.
About Comscore
Comscore is a trusted platform for media planning, transacting, and evaluation across various channels. With a rich data footprint that encompasses digital, linear TV, over-the-top, and theatrical viewership intelligence, Comscore equips media buyers and sellers with the necessary insights to make informed business decisions. As a prominent figure in digital and TV audience measurement, Comscore serves as a reliable third-party source for comprehensive cross-platform analytics.