Comscore Brings Advanced Audio Targeting and Measurement to The Trade Desk

As audio cements its role as a core channel in modern media strategies, Comscore has introduced new capabilities designed to help advertisers better plan, activate, and measure audio campaigns with the same rigor applied to other digital channels. Comscore announced the launch of audio targeting and measurement capabilities within The Trade Desk platform, enabling advertisers to unlock incremental reach and clearer performance insights across streaming audio and podcasts.

The integration makes Comscore one of the first providers to support both content level audio contextual targeting and large scale audio campaign measurement directly inside The Trade Desk. By combining Proximic by Comscore contextual intelligence with Comscore planning and measurement solutions, advertisers can now activate privacy focused audio campaigns while understanding how audio contributes to overall reach and effectiveness.

Audio consumption has expanded rapidly across streaming services and podcasts, yet advertisers have often lacked consistent tools to evaluate its impact alongside display, video, and connected TV. With this launch, Comscore enables advertisers to apply the same data driven approach they use in other channels to audio buying and analysis, reinforcing audio’s role in omnichannel media planning.

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Within The Trade Desk, advertisers can activate Proximic by Comscore predictive audiences and contextual segments for audio based on content level classification across streaming environments and millions of podcasts. Measurement is delivered through Comscore CCR, which provides national and local audio reach, frequency, and in target performance without relying on cookies or user identifiers. This approach addresses growing demand for privacy conscious advertising while maintaining accountability and scale.

Early data highlights the value of audio within a broader media mix. According to Comscore campaign measurement data, audio inventory contributed an average of ten percent of incremental exclusive digital reach, underscoring its ability to extend campaigns beyond audiences reached through other channels.

“Now being able to add measurement of audio gives us the ability to activate and measure our entire digital strategy with the same rigor as other channels is a huge step forward,” said Julie Wagner, Digital Media Manager at Boelter+Lincoln.

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“With audio rapidly becoming a core part of the media mix, advertisers need the precision, measurement, and accountability they expect from other channels,” said Jess Trainor, Head of Partnerships at Proximic by Comscore. “Through our integration with The Trade Desk, Comscore is extending true cross platform support now inclusive of audio at scale so advertisers can better capture the incremental reach this medium delivers.”

The collaboration also reflects a shared focus on independent measurement. “Audio is one of the most engaging channels in digital media, and this integration gives advertisers even more ways to reach those audiences with precision,” said Shelby Coon, Senior Director of Data Partnerships at The Trade Desk. “Together with Comscore, we’re helping marketers better understand the incremental reach and impact of audio while reinforcing the importance of independent measurement and performance driven decisioning across every channel.”

Comscore research further highlights the opportunity, showing that forty five percent of adults aged twenty five to thirty four listen to podcasts weekly. As advertisers seek deeper engagement with key demographics, the availability of advanced Comscore audio targeting and measurement within The Trade Desk positions audio as a measurable, scalable driver of reach and results in an increasingly interconnected media landscape.