Observed Signal · Mar 11, 2026 · Product Launch · Source: State of Streaming · Impact: 4/5 · Sentiment: Positive
Yahoo and Comscore Launch Political CTV Product
Comscore and Yahoo DSP announced Proximic Political Audiences, a product that maps Comscore’s linear-TV exposure data into streaming reach via Yahoo’s DSP to help political advertisers find incremental CTV audiences across all 210 U.S. DMAs. The stack pairs Yahoo ConnectID as a deterministic identity layer with MiQ’s political division as the designated activation partner. The announcement comes amid multiple political streaming plays — including DirecTV’s DirecTV Elect and Ampersand’s TrueStream Political — as vendors compete to capture an expected $2.5 billion in 2026 streaming political ad spend within a projected $10.8 billion U.S. political ad market. Vendors emphasize cross-screen coordination to avoid redundant delivery, but it remains unclear whether district-level, down-ballot precision can be reliably achieved during the 2026 cycle.
Major measurement and DSP players announced a product to shift political budgets from linear TV to CTV, impacting campaign targeting, identity/measurement integration, and potentially billions in political ad spend.
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Key Takeaways & Evidence Grounding
- Comscore and Yahoo DSP announced Proximic Political Audiences to translate linear-TV exposure into streaming reach.
- The product uses Yahoo ConnectID as a deterministic identity layer and names MiQ’s political division as the activation partner.
- Comscore claims coverage across all 210 U.S. Designated Market Areas using its MRC-accredited local TV measurement.
- AdImpact projects $2.5 billion of the $10.8 billion 2026 U.S. political ad market will go to streaming audiences.
- Other entrants include DirecTV’s DirecTV Elect and Ampersand’s TrueStream Political, which aggregate authenticated streaming inventory.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Comscore and Yahoo DSP Revolutionize CTV Political Advertising
Comscore and Yahoo DSP announced a partnership to bring Proximic Political Audiences to Connected TV (CTV), aiming to unify linear and streaming campaign strategies for political advertisers ahead of the 2026 U.S. election cycle. The solution lets agencies and activation partners, including MiQ’s political division, operationalize Proximic Political Audiences at scale across premium CTV inventory. The offering aligns CTV targeting with verified linear TV exposure and leverages Comscore’s local market measurement alongside Yahoo ConnectID to improve incremental reach and cross-screen coordination. Proximic Political Audiences are available for both PAC and candidate campaigns and can be measured at the local market level to enable targeted spend and accountability. The collaboration is positioned to help political advertisers coordinate messaging across linear and streaming environments for more efficient voter engagement.
OpenX Launches Targeted Ad Solutions for 2026 Midterms
OpenX Technologies unveiled a political-focused offering that provides prioritised access to curated, politically approved inventory across screens — including connected TV (CTV) — aimed at the 2026 US midterm season. The solution promises campaigns live in under 24 hours, ZIP-code-level targeting, localised measurement by county/DMA/ZIP, creative compliance tools, and auction-efficient pricing. OpenX also announced a first‑to‑market partnership with Givsly to integrate privacy‑safe first‑party signals from a database of 500+ non-profits to build values-based voter audiences (e.g., environmental, Hispanic support, women’s empowerment). Curated CTV publishers named include Newsweek, Plex and Xumo, and turnkey political inventory packages will be available to buyers via DSPs such as Basis, IQM and StackAdapt. The combined product aims to stabilise CPMs, improve audience resonance in contested ZIP codes, and expand premium political CTV inventory access.
DIRECTV Adds Screambox and Dove Channel
Cineverse announced that DIRECTV customers now have SVOD access to two additional on-demand channels: Screambox and Dove Channel. Screambox caters to horror fans with a monthly refreshed lineup of genre films and series, including titles like Black Christmas, Terrifier 2 and 3, and BBC series Bedlam and Being Human. Dove Channel offers romance and heartwarming content, with titles such as Loving Every Minute, Romantic Friction, Love at the Lodge, and series like Life with Derek and H2O: Just Add Water. Alexandra Viglione, Cineverse SVP of Partnerships and Business Development, highlighted that fandom-driven channels drive engagement, subscriptions, and revenue for distribution partners while reducing churn. The expanded partnership with DIRECTV aims to reach passionate audiences across preferred viewing platforms.
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