Comscore Debuts A Way To Turn Consumer Profile Data Into ID-Free Audiences | AdExchanger

"Accommodating the demands of consumer privacy and data-driven ad targeting can feel like the Heisenberg uncertainty principle of the marketing world: The more attuned you are to one, the less attuned you can be to the other. Comscore wants to turn that notion on its head with the launch on Wednesday of its new Data Partner Network, an AI-based initiative that allows data providers to convert ID-based data sets into ID-free audience segments, which might then be used to retarget desired customers."

"If it looks like a duck ... More than a dozen data providers, including AnalyticsIQ, Polk Automotive Solutions and TransUnion, integrate their data with Comscore and the new Data Partner Network. From there, Comscore's programmatic subsidiary, which is called Proximic, turns that ID-based data into a predictive model for ID-less audiences, according to Rachel Gantz, managing director of Proximic by Comscore."

Comscore launched the Data Partner Network to convert ID-based data sets into ID-free audience segments using AI. More than a dozen data providers, including AnalyticsIQ, Polk Automotive Solutions and TransUnion, integrate their data into the network. Comscore's programmatic arm Proximic builds predictive models from those inputs to identify ID-less audiences and infer topical propensities. The system maps profiles to anonymized opt-in panels to track behavioral patterns and predict interests such as cruise vacations or gardening. The approach mirrors audience targeting without using user identifiers, enabling privacy-preserving retargeting.

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