FreeWheel's integration of Proximic's contextual audience data allows for advanced targeting in ad management, offering a solution to media buyers eager for granular audience insights.
With this integration, Paramount is first to leverage new audience targeting through FreeWheel, enhancing their EyeQ ad selling platform with contextual data on consumer behavior.
Crucially, the data from Proximic does not depend on personal identifiers, aligning with privacy regulations, while still providing insights into potential purchase intents across various demographics.
Scott Ensign, Chief Strategy Officer, highlights that previously, brands had to supply their own contextual audience data; the new integration streamlines this process significantly.
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