Maya Robertson
Comscore has unveiled a new AI-powered Data Partner Network, a program designed to help third-party data providers convert their ID-based datasets into scalable, privacy-compliant audience segments. The move comes as the advertising industry accelerates its shift away from traditional identifiers like cookies and mobile IDs.
The initiative, powered by Proximic by Comscore, uses proprietary predictive AI models and Comscore’s opt-in panels to generate “ID-free” audience segments. These segments are intended to mirror the performance of traditional ID-based targeting while meeting privacy and regulatory standards. According to Comscore, its predictive modeling has already shown significant reach expansion — for example, its “online holiday shoppers” segment increased by over 95% when processed through the system.
More than a dozen data providers are already participating in the network, including AnalyticsIQ, TransUnion, Circana, Polk Automotive Solutions (S&P Global Mobility), Eyeota, Dynata, Symphony Health, and others. By feeding their datasets into Comscore’s framework, these companies aim to maintain addressability and market value as conventional tracking signals diminish.
Programmatic media partner MiQ has reported positive results from early adoption, particularly in connected TV (CTV). MiQ said that AI-driven predictive segments have improved campaign reach and reduced costs compared to traditional ID-based targeting, while offering greater flexibility across fragmented media environments.
AnalyticsIQ also reported that more than 250 of its clients have implemented Comscore’s predictive audiences, describing the uptake as a sign of strong market performance.
The approach blends contextual and behavioral modeling. For example, an ID-based dataset of Toyota Corolla owners can be analyzed by Comscore’s AI engine to identify adjacent interests such as cruise vacations or gardening, creating anonymized audience segments without direct identifiers.
Comscore positions the Data Partner Network as a “connective layer” between data providers, advertisers, and publishers. By leveraging AI, the system refreshes and refines audience definitions automatically, reducing the manual workload traditionally required in contextual targeting.
The company argues that this model helps advertisers reach more relevant audiences, publishers to monetize more effectively, and data providers to future-proof their business against regulatory and technical changes in digital advertising.
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