Comscore Activation

Leading contextual intelligence provider within the Comscore measurement ecosystem

Comscore Activation, formerly known as Proximic before being acquired by Comscore, is a contextual intelligence and activation platform that provides advertisers with cookie-free targeting solutions. The platform leverages artificial intelligence and natural language processing to analyze webpage content in real-time, enabling advertisers to deliver contextually relevant ads based on the surrounding content rather than relying on third-party cookies or personal identifiers. As part of Comscore's broader suite of media measurement and analytics solutions, Comscore Activation addresses the growing need for privacy-compliant advertising technologies in response to cookie deprecation and stricter data privacy regulations like GDPR and CCPA. The platform offers brand safety controls, contextual targeting capabilities, and audience activation tools that work across display, video, and connected TV environments. Comscore Activation serves agencies, brands, and publishers seeking to maintain advertising effectiveness while respecting user privacy. The platform integrates with major demand-side platforms (DSPs) and supply-side platforms (SSPs), positioning itself as a critical infrastructure component in the evolving programmatic advertising ecosystem as the industry transitions away from cookie-based targeting.