The partnership will focus on Proximic Political Audiences, which will allow users to align CTV targeting with linear television exposure, helping political campaigns to adjust advertising across screens.

The launch of Proximic Poitical Audiences comes ahead of the mid-term elections in the US, covering the House and Senate, as well as state governors.

Proximic Political Audiences are available for both political action committee and candidate advertising campaigns in the US and can be measured at the local market level.

Rachel Gantz, managing director at Proximic by Comscore, said: “Political campaigns can’t afford to treat linear and streaming as separate worlds.

“By bringing linear exposure data into streaming, Proximic and Yahoo are helping advertisers connect the dots across screens, turning fragmented impressions into coordinated, more effective voter reach.”

Danny Dikovsky, head of independent agency sales at Yahoo DSP, added: “Today’s voters are seeing messages everywhere, but connecting those touchpoints is what drives real impact.”