ComScore Acquires Digital Advertising Analytics Firm Proximic.
6 May 2015 - US-based media measurement company comScore, Inc. (NASDAQ: SCOR) has acquired US-based analytics company Proximic, the company said.
Terms of the deal were not disclosed.
Proximic offers solutions aimed at bringing transparency to digital advertising for both buyers and sellers.
Technology used in Proximic's pre-bid solutions will power enhancements to brand safety and content categorisation capabilities across comScore's products, including its Industry Trust offerings and its validated Campaign Essentials and Media Metrix Multi-Platform product suites.
The Proximic team will be joining comScore as part of the acquisition.
Proximic offers several separate but complementary solutions for both ad buyers and sellers.
Using Proximic's solutions, buyers can create customised targeting segments using contextual data, brand protection features, keywords, phrases or sentences to target and filter the inventory that is being bid on in real time.
Sellers can normalise categorisation and brand protection data across all of their web sites to meet their advertiser's targeting needs, pushing this data to their DMP for audience analysis.
Sellers can also create their own programmatic packages across their inventory and share them directly with selected buyers. Proximic's solutions are currently integrated into several publishers and demand-side platforms, including AppNexus.
ComScore offers digital measurement and analytics, offering insights on web, mobile and TV consumer behaviour.
Buyer: comScore, Inc.
Deal size in USD:
Type: Corporate Acquisition
Buyer advisor: , ,
Comment: Terms of the transaction were not disclosed
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|Publication:||M & A Navigator|
|Date:||May 6, 2015|
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