Comscore and Yahoo DSP Launch CTV Political Audience Targeting

Comscore and Yahoo DSP have announced a new partnership aimed at improving the effectiveness of political advertising on connected television (CTV). The collaboration introduces Proximic Political Audiences, a new audience targeting solution designed to help political campaigns coordinate advertising across streaming and traditional television platforms.

The initiative arrives as campaigns prepare for key U.S. House, Senate, and gubernatorial races in 2026, a period when media strategies are becoming increasingly complex due to the fragmentation of viewing habits across linear television and streaming services.

Proximic Political Audiences combines Comscore’s television measurement capabilities with Yahoo DSP’s advertising platform to help campaigns align their streaming ad targeting with verified exposure data from linear TV. By connecting these datasets, advertisers can better understand which audiences have already been reached through traditional broadcast channels and adjust their CTV campaigns accordingly.

The solution is also designed to support political media activation partners such as MiQ’s dedicated political division, allowing agencies and campaigns to deploy these audiences at scale across premium streaming inventory.

“Political campaigns can’t afford to treat linear and streaming as separate worlds,” said Rachel Gantz, Managing Director of Proximic by Comscore. “By bringing linear exposure data into streaming, Proximic and Yahoo are helping advertisers connect the dots across screens, turning fragmented impressions into coordinated, more effective voter reach.”

Connected TV has become an increasingly important channel for political advertisers as streaming viewership continues to grow. However, the shift toward digital viewing environments has also created challenges in coordinating advertising strategies across multiple platforms.

By incorporating Comscore’s local market television measurement data, the new solution allows political campaigns to identify voter audiences more precisely and measure campaign impact across geographic regions.

Yahoo DSP contributes its identity and activation infrastructure, including Yahoo ConnectID, which helps advertisers deliver targeted campaigns while maintaining consistent identity resolution across devices.

“Today’s voters are seeing messages everywhere, but connecting those touchpoints is what drives real impact,” said Danny Dikovsky, Head of Independent Agency Sales at Yahoo DSP. “Comscore’s depth in local TV measurement combined with Yahoo ConnectID provides the precision needed to make streaming political campaigns more efficient.”

Political advertising agencies are expected to play a central role in implementing the new audience targeting capabilities. Jesse Contario, Regional Vice President of Southeast and Political at MiQ, emphasized the importance of CTV as part of modern campaign strategies.

“For political campaigns to engage voters in premium, high-attention environments, CTV is a critical part of a holistic media strategy,” Contario said. “Working with partners like Proximic by Comscore and Yahoo allows campaigns to better understand voter impact and optimize CTV performance.”

Proximic Political Audiences will be available for both candidate and PAC advertising campaigns, with targeting and measurement capabilities available at the local market level.

As political advertising budgets increasingly shift toward streaming platforms, the partnership between Comscore and Yahoo DSP reflects a broader effort to create cross-platform advertising strategies that unify traditional television and digital video environments for the upcoming election cycle.