Comscore and Yahoo DSP Team Up to Transform Political Advertising in CTV

On March 5, 2026, Comscore Inc. (NASDAQ: SCOR), a leader in consumer behavior measurement and analysis, announced a groundbreaking partnership with Yahoo DSP aimed at revolutionizing political advertising on Connected TV (CTV). The collaboration introduces *Proximic Political Audiences*, a cutting-edge solution designed to enhance the effectiveness of political campaigns across the rapidly evolving digital landscape.

As the political landscape gears up for critical House, Senate, and Gubernatorial races in 2026, advertisers face growing pressure to unify their fragmented media strategies. This partnership aims to streamline campaign efforts by enabling agencies and political organizations, particularly through MiQ's dedicated political division, to operationalize Proximic Political Audiences at scale across premium CTV inventory.

Rachel Gantz, Managing Director of Proximic by Comscore, emphasized the importance of integrating linear and streaming media, stating, “Political campaigns can’t afford to treat linear and streaming as separate worlds.” Gantz noted that by incorporating linear exposure data into streaming, the partnership will help advertisers connect the dots across screens, transforming fragmented impressions into coordinated, impactful voter outreach.

With the launch of Proximic Political Audiences, political advertisers can now align CTV targeting with verified linear TV exposure, significantly improving incremental reach. The strategic combination of Comscore's expertise in local market measurement, Proximic's activation capabilities, and Yahoo DSP's expansive platform offers a competitive edge in the political advertising space.

Danny Dikovsky, Head of Independent Agency Sales at Yahoo DSP, highlighted the importance of connecting various voter touchpoints: “Today’s voters are seeing messages everywhere, but connecting those touchpoints is what drives real impact.” Dikovsky further stressed that the collaboration allows for unmatched precision in campaign execution, enhancing the efficiency of streaming political campaigns and maximizing voter impact.

As political campaigns increasingly focus on engaging voters in premium, high-attention environments, CTV has emerged as a vital element of a comprehensive media strategy. Jesse Contario, Regional Vice President for Southeast and Political at MiQ, remarked, “Supported by a leading programmatic partner in Proximic by Comscore and Yahoo, we help our clients optimize their CTV performance and understand true voter impact.”

The Proximic Political Audiences solution is versatile, catering to both Political Action Committees (PACs) and candidate advertising campaigns, while also allowing for measurement at the local market level. This feature ensures precision and accountability in campaign spending, crucial for maximizing the effectiveness of advertising investments.

This partnership signifies a transformative moment for political advertisers, enabling smarter, cross-platform coordination that can maximize both reach and resonance in the lead-up to a critical election year. By leveraging advanced measurement capabilities and innovative audience insights, Comscore and Yahoo DSP are setting a new standard for political advertising in the digital age, ensuring campaigns are not only seen but are impactful as well.

As the 2026 political cycle approaches, this collaboration is expected to play a pivotal role in shaping how campaigns connect with voters through CTV, ultimately enhancing the overall effectiveness of political messaging as election day draws near.