RW Digital, the multicultural programmatic advertising firm founded by NBA star Russell Westbrook, has entered into a strategic partnership with Comscore, a global leader in cross-platform audience measurement, to revolutionize multicultural advertising while prioritizing consumer privacy. This alliance leverages Proximic by Comscore’s ID-free targeting solution, which enables RW Digital to target anonymized, privacy-centric audience segments without relying on cookies or personal data. By integrating this technology, brands can engage with diverse communities more authentically, building long-term trust and loyalty in an increasingly privacy-conscious digital environment.
Russell Westbrook emphasized that RW Digital’s mission is to ensure diverse communities are seen, heard, and respected across digital platforms. He said, “Partnering with Comscore allows us to combine cultural relevance with privacy-first precision, giving brands a better way to connect with people without compromising trust.” This philosophy reflects the growing importance of balancing cultural authenticity with regulatory and consumer demands for privacy as digital advertising evolves.
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The effectiveness of the partnership’s approach was demonstrated in a recent campaign for one of the nation’s largest energy companies. Within just 30 days, the campaign reached impressive metrics with click-through rates as high as 0.41% and video completion rates reaching 88%, significantly outperforming typical industry benchmarks. These results underscore how combining privacy-focused targeting technologies with culturally tuned media strategies can deliver measurable and meaningful business impact by connecting advertising content to the right audiences at scale.
By pairing deep cultural insights with advanced privacy-centered tools, RW Digital is setting new standards in the post-cookie advertising landscape. The partnership with Comscore reflects RW Digital’s commitment to delivering accountable and high-performance campaigns that foster genuine consumer relationships while protecting privacy. RW Digital’s approach goes beyond media buying to uplift diverse voices and champion equity, supported by data-driven creativity and relentless innovation.
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Furthermore, RW Digital is a certified Minority-Owned Business and actively invests in social impact initiatives through its partnership with Russell Westbrook’s nonprofit, the Why Not? Foundation. Together, they are creating pathways for education, employment, and opportunity, illustrating how the company blends cultural purpose with technological advancement. This collaboration with Comscore marks a significant step toward redefining how brands connect authentically and responsibly with multicultural audiences in today’s evolving digital marketing environment.
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