Comscore announced a partnership with Bombora that will deliver 300 new B2B predictive audiences, combining Bombora’s intent data with Proximic by Comscore’s AI‑powered predictive technology. The new audiences target industry, job function, and professional group, and can be activated through major programmatic platforms such as The Trade Desk, DV360, Yahoo DSP, and Adobe, giving advertisers a privacy‑first, cookie‑free way to reach B2B decision makers across digital channels.
The collaboration extends Comscore’s cross‑platform measurement suite into the B2B intent space, a segment that has historically been underserved by the company’s TV‑centric offerings. By integrating Bombora’s data, Comscore can now provide deduplicated reach metrics that span linear TV, connected TV, and digital, while also delivering intent signals that help advertisers prioritize high‑value prospects. This move is expected to open a new revenue stream and strengthen Comscore’s competitive position against pure digital measurement firms.
Management emphasized the strategic significance of the partnership. Jessica Trainor, Head of Partnerships at Proximic by Comscore, said the launch “provides highly specialized segments that help maximize addressability and drive results in a complex digital landscape.” Mike Burton, Co‑Founder and EVP of Strategic Partnerships at Bombora, added that the collaboration “empowers brands to reach their ideal professional audiences using a diversity of strategies, including contextual editorial placements, at scale.”
The partnership aligns with Comscore’s broader cross‑platform transformation, reinforcing its goal of becoming the independent currency for media measurement across all channels. By adding B2B intent data to its portfolio, Comscore is positioning itself to capture a growing share of the advertising market that increasingly demands privacy‑compliant, data‑driven targeting solutions.
The 300 predictive audiences are immediately available to advertisers, and the partnership is expected to drive incremental sales for both companies. The collaboration signals a strategic shift toward broader audience monetization, reflecting Comscore’s recognition that its legacy TV‑centric model must evolve to meet the needs of advertisers seeking integrated, privacy‑first B2B targeting across multiple media channels.
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