The partnership will provide publishers with access to audience monetisation tools and will aim to allow buyers to reach targeted audiences across premium CTV content.

Proximic by Comscore will integrate its data directly into FreeWheel’s advertising management platform as part of the agreement between the two firms, with users able to access content-level categorisation data, including contextual advertising capabilities.

Paramount is the first to adopt the new tool, and it will be available for additional publishers later this year.

Rachel Gantz, managing director at Proximic by Comscore, added: “As the programmatic TV advertising landscape undergoes critical transformation, we’re thrilled to be joining forces with FreeWheel to provide publishers and media buyers with privacy-resilient, ID-free audience targeting solutions when and where they need them the most.

“Together with FreeWheel, Comscore is changing the fundamental nature of programmatic TV into an effective, privacy-forward advertising environment.”

Matt Clark, vice-president, partnerships at FreeWheel, added: “With CTV now a core component of modern media campaigns, the industry needs a multitude of solutions that unlock audience targeting and content-level buying across premium video while still respecting consumer privacy.

“By partnering with Proximic by Comscore, FreeWheel is facilitating even more data optionality in a privacy-first manner by combining the power of purchase data and content-level insights across premium streaming publishers at scale.”