Comscore and Yahoo have partnered in a connected TV deal that aims to bring brand protection to streaming ad campaigns.
Advertisers using Yahoo’s demand-side platform (DSP) will have access to Comscore’s Activation service, a set of pre-bid inventory filters that aim to help marketers achieve brand-safe campaign delivery across CTV inventory.
“The CTV landscape continues to see tremendous growth, and as spend increases, advertisers want to ensure content suitability and alignment and protect brand equity,” Elizabeth Herbst-Brady, head of global revenue and client solutions at Yahoo, said in a statement.
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