- 26 de junio, 2024
Maddie Loder
Maddie Loder
Content Marketing Associate
Proximic by Comscore

Advertising in age-restricted industries like alcohol and gambling faces unique regulatory hurdles, complicating the scaling of ad targeting across different screens.

Connected TV (CTV) has emerged as a vital platform in today’s advertising landscape due to its growing, engaged audience and advanced, addressable targeting capabilities. However, without access to trusted datasets that can be activated across all digital platforms, including CTV, delivering effective and compliant ad campaigns to 21+ audiences has grown increasingly complex.

Introducing the Industry’s Exclusive Legal Drinking Age Targeting, Now Available on CTV

Proximic by Comscore’s unique-in-market Legal Drinking Age (LDA) targeting offers a revolutionary approach to effectively reaching age-appropriate audiences without relying on user identifiers. This innovative targeting solution, previously only available for desktop targeting, is now available across CTV and mobile environments, enabling seamless cross-platform reach against LDA compliant audiences.

By leveraging audience composition percentages from trusted Comscore MMX® data, Proximic by Comscore’s approach to LDA targeting surpasses the restrictiveness of traditional inclusion and exclusion list techniques, significantly improving campaign scale and effectiveness. This is done by dynamically targeting across CTV and digital inventory that exceeds stringent 21+ composition thresholds.

These LDA segments are endorsed as a trusted source for LDA advertising compliance by the Distilled Spirits Council of the United States and the U.S. Beer Institute, setting a new standard for 21+ compliance. Now, with its expansion into CTV environments, where ad spend is rapidly increasing, Proximic continues to lead the way in targeting data for age-restricted industries, empowering agencies and media buyers to enhance their campaign performance.

"Access to trusted LDA targeting data across all environments, including CTV, is a game-changer for alcohol, gambling and other age-restricted brands," said Rachel Gantz, Managing Director at Proximic by Comscore. "Our LDA segments significantly enhance the reach and performance of media buys for our clients, overcoming the limitations of traditional domain and inclusion lists. Being able to reliably target consumers aged 21+ across CTV, desktop, and mobile environments allows advertisers to effectively connect with their ideal audiences, and we're thrilled to be the leading the industry with this capability."

Validating 21+ Audience Reach with Comscore Campaign Ratings (CCR)

Beyond targeting legal drinking age audiences, Comscore also understands the importance of validating reach against this audience as a means of evaluating campaign effectiveness and incrementality.

With Comscore Campaign Ratings (CCR), advertisers can access robust measurement and validation data to assess campaign delivery against a 21+ audience. With in-flight monitoring of key metrics such as deduplicated reach against LDA compliant audiences across device types and geographic locations, CCR delivers the real-time insights needed to effectively connect with an intended audience. CCR is currently being leveraged by clients as currency in the marketplace for reporting LDA compliance.

Key Benefits of LDA Targeting and Measurement with Comscore

Getting Started

Advertisers can now activate LDA targeting across CTV, mobile and desktop along with hundreds of other Proximic by Comscore segments to create valuable pre-bid inventory targets.

Contact us today to learn more about how Proximic by Comscore can help you reach your ideal audience effectively across-platforms.