The partnership, which is now live, will see clients access Comscore’s AI ID-free audiences directly within the Yahoo DSP, with the tool usable across desktop, mobile and connected television.

ID-free audiences are supported by Comscore’s first-party data, contextual technology and proprietary AI, and aims to help advertisers deliver outcomes.

The partnership builds on the ID-free targeting strategies already available in Yahoo DSP.

Steve Bagdasarian, Comscore’s chief commercial officer, said: “This expanded partnership with Yahoo DSP empowers advertisers to activate AI-powered, ID-free audiences, reaching the right consumers without sacrificing performance or budget efficiency.”

Giovanni Gardelli, vice-president ads data products at Yahoo DSP, added: “Yahoo has long been committed to simplifying how advertisers reach their target audiences at scale in a privacy-forward way through our premium DSP. Our expanded partnership with Comscore is another important step in achieving these goals.

“By offering Comscore ID-free audiences directly in our platform, we’re enabling our clients to deliver better outcomes while balancing the need for user privacy.”