Predictive Audiences: the incremental reach you’ve been missing​

A campaign targeting Online Holiday Shoppers leveraged Proximic by Comscore’s ID-based audience and ID-free Predictive Audience to explore incremental reach.

The Scenario

With only 40-50% of the bidstream still containing IDs, brands need a scalability strategy​. This holiday shopping campaign looked to drive incremental reach with scale.

The Solution

Number 1

The holiday shopping campaign leveraged Proximic by Comscore’s ID-free Predictive Audiences.

Number 2

The holiday shopping campaign was monitored against competitor ID-based audiences.

Number 3

The goal of the campaign was to explore incremental reach with scale.

The Results

Predictive Audiences drove 96% incremental reach over ID-based targeting with a 32% lower eCPM​.

+96% Incremental users reached compared to the same ID-based segment

84% accuracy was confirmed when validating if users reached with the ID-free audience matched the targeting criteria.

ID-free audience ads appeared on higher quality inventory compared to the same ID-based audience​