Comscore announced a partnership with The Trade Desk that extends its cross‑platform measurement suite to include audio‑level targeting and performance attribution for streaming audio and podcasts. The integration combines Proximic’s AI‑powered contextual engine with Comscore’s planning and measurement expertise, enabling advertisers to reach and measure audio inventory without relying on user IDs.
The new capability covers 4.6 million podcasts and taps into a market where 45 % of adults aged 25‑34 report weekly podcast listening. Comscore estimates the addition will deliver an incremental, exclusive digital reach of 10 % for advertisers, a figure derived from campaign‑rating data collected in August 2025. The solution is built on a privacy‑first, ID‑free targeting framework that aligns with evolving data‑protection regulations.
Strategically, the partnership positions Comscore as a unified media‑currency provider and opens a new revenue stream. By adding audio to its measurement portfolio, the company aims to drive cross‑platform adoption, increase client spend on higher‑margin products, and support its broader transformation toward a fully integrated, deduplicated audience measurement platform. The move follows a December 2025 expansion of its cross‑platform reporting suite and a January 2026 launch of program‑level TV/CTV reporting, underscoring a consistent push to capture a larger share of the advertising spend across all screens and streams.
Management highlighted the partnership’s value: Jess Trainor, Head of Partnerships at Proximic by Comscore, said the integration “extends true cross‑platform support—now inclusive of audio at scale—so advertisers can better capture the incremental reach this medium delivers.” Shelby Coon, Senior Director of Data Partnerships at The Trade Desk, added that the collaboration “helps marketers better understand the incremental reach and impact of audio, reinforcing the importance of independent measurement across every channel.” A spokesperson for Boelter+Lincoln noted that the new measurement capability “gives us the ability to activate and measure our entire digital strategy with the same rigor as other channels.”
Industry analysts view the partnership as a timely response to the rapid growth of audio advertising and the industry’s shift toward privacy‑centric, ID‑free solutions. The collaboration places Comscore in direct competition with other measurement providers such as Nielsen and Kantar, while leveraging its AI expertise to differentiate its offering. The partnership is expected to strengthen Comscore’s competitive position and accelerate its transition to a comprehensive, cross‑platform measurement platform.
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