Comscore (NASDAQ: SCOR) announced an integration making its Proximic by Comscore contextual and ID-free Predictive Audience segments available natively in Amazon DSP, according to a company press release.

The integration allows advertisers to activate privacy-forward audience targeting across connected TV, web, and mobile inventory within Amazon DSP's third-party web supply. The segments include contextual, brand suitability, and ID-free Predictive Audience options, all of which are now available for activation.

"Advertisers are looking for solutions that deliver performance while adapting to a changing addressability landscape," said Pieter de Zwart, Director for Amazon DSP. "By making more addressable audiences available in Amazon DSP, we're expanding the set of privacy-forward tools advertisers can activate seamlessly to reach relevant audiences across channels and drive measurable outcomes."

Rachel Gantz, Managing Director of Proximic by Comscore, said: "Proximic transforms live content signals and consumer behavior into predictive audiences engineered to perform inside the most valuable media in the market."

The integration is intended to reduce activation friction and improve speed-to-market for advertisers, enabling access to non-endemic and incremental audiences across premium content environments and AI-driven predictive targeting to address gaps in identity availability.