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Reaching the right audience and measuring incremental delivery are key to campaign success—but combining both unlocks full potential. Proximic by Comscore’s audience targeting with CCR’s validation provides actionable insights for in-flight optimizations, maximizing efficiency, minimizing waste, and boosting cross-channel impact.
The candidate leveraged Proximic's linear TV ad exposure targeting in The Trade Desk for their CTV campaign to ensure CTV impressions were delivered to incremental audiences not previously exposed on linear.
Comscore Campaign Ratings (CCR) measurement was applied directly within The Trade Desk to validate cross-channel, incremental audience reach.
The Results
Proximic's linear TV ad exposure targeting paired with CCR measurement provided the client with the data needed to improve in-flight targeting, and illustrated that the campaign reached households on CTV 36% more efficiently than the linear TV.
