Comscore

Nonprofit Uses First‑Party Data for Year‑Round Donor Targeting

Direct Relief partnered with agency Kindling Media and programmatic platform Nexxen to run a donor-acquisition and retention campaign in the Los Angeles market from mid-November 2025 through January. Nexxen built custom audiences by matching Direct Relief’s zip-code donation data to its Nexxen Discovery ID graph and combined that with third-party segments from TransUnion and Comscore. The campaign emphasized CTV (notably Peacock), used a Jane Lynch PSA, and applied cross-channel pixels to retarget ad-exposed viewers. Nexxen-driven audience segments produced 1,453 site visitors versus 1,236 from off-the-shelf third-party audiences. Direct Relief reported a 9.4% increase in donors and a 7.9% increase in revenue year-over-year. The case demonstrates how matched first-party data and a DSP ID graph can boost year-round fundraising beyond news-driven spikes in public attention.

Creative Alchemy: Data and AI Meet Creative

Marketecture published a Cannes Lions–themed newsletter (authored by Chief Commercial Officer Jackelyn Keller) arguing that current adtech and data tools are moving upstream to shape creative work. The piece highlights how data, AI, and more mature dynamic creative optimization (DCO) enable more relevant, responsive ads — especially in CTV — while stressing that human creative direction remains essential. The newsletter quotes marketing leaders (from Big Happy, Genius Sports, OpenX, Cadent, and Locala) and notes Marketecture’s on-site Cannes coverage and an upcoming Marketecture Live event in Chicago. The sponsor message from RISE promotes an "agentic bid enrichment" approach to enrich anonymous bid requests before they reach buyers.

Pixability Launches MCP Agent for YouTube Ads

Pixability launched a Model Context Protocol (MCP)-enabled agent for YouTube advertising on June 17, 2026, allowing clients to integrate Pixability’s proprietary YouTube intelligence into their own platforms. The offering combines video metadata (channel, comments, sentiment) and a brand’s contextual suitability goals with Comscore panel data to identify audiences likely to watch specific videos. PMG — which acquired Momentum Commerce and whose Further unit handles data, cloud and AI — has used the integration since February to scale YouTube investment after being advised by Google to increase spend. Pixability and PMG say the MCP approach enables two-way agent-to-agent interactions (unlike one-way APIs), cuts planning time (PMG estimates 25–30%) and lowers integration cost and complexity for advertisers. Executives quoted include Pixability CEO David George, CINO Scott Klein, and Price Glomski of Further.