Proximic by Comscore and FreeWheel have teamed up to introduce privacy-focused, ID-free audience targeting for CTV. This collaboration integrates Proximic’s data into FreeWheel’s ad management platform, enabling publishers to access detailed content-level data and contextual advertising features without relying on IDs. The integration allows for efficient inventory packaging based on interest and purchase-intent behaviors, enhancing targeting for premium CTV content. Buyers can use FreeWheel’s network of DSP integrations for transactions, and over 1,000 ID-free audience segments will be available through FreeWheel’s Audience Manager. Paramount is the first publisher to use this solution, with more expected to adopt it later this year.