According to the announcement, technology used in Proximic’s pre-bid solutions will “power enhancements to brand safety and content categorisation capabilities across comScore’s products”, including Industry Trust and Campaign Essentials. Proximic’s team will be absorbed into comScore as part of the deal.

“We are excited to welcome the Proximic team to comScore,” said Mike Brown, chief technology officer at comScore.

“Proximic’s solutions will help us create a higher quality environment where buyers are given better context and brand protection regarding what they are purchasing, and sellers are better able to receive fair value for their inventory. Integrating technology from Proximic’s pre-bid solutions into select comScore product suites will bring benefits to the span of players in the ecosystem, providing greater transparency and enhanced data to clients to drive improved campaign performance.”

Terms of the deal have not been disclosed.