Comscore integrates ID-free Proximic segments with Amazon DSP for CTV

This integration provides a scalable alternative to identity-based targeting as deterministic signals decline in fragmented streaming environments. By embedding these segments natively, Amazon reduces activation friction, directly challenging The Trade Desk's dominance in privacy-forward CTV targeting. For the broader ecosystem, this move signals a pivot toward 'intelligence-first' rather than 'identity-first' buying models, where contextual signals and AI inference provide the primary path to addressability. Watch for whether Amazon expands similar native third-party AI integrations to its Prime Video ad-supported inventory to further boost its multi-channel reach.

The partnership, unveiled at the Cannes Lions festival in June 2026, marks a deepening of Amazon’s strategy to position its DSP as a primary challenger to independent platforms. Per Marketing Brew, June 2026, the move follows a series of aggressive integrations by Amazon, including a September 2025 deal making Netflix inventory accessible via the DSP and a December 2025 integration of Nielsen audience segments. These steps are aimed at capturing a larger share of the projected $32.5 billion U.S. CTV ad market, which analysts now estimate will surpass traditional TV spending by 2028.

The shift toward contextual and ID-free solutions comes as the industry faces a 'differentiation crisis' in identity resolution. According to Hub Entertainment Research, March 2026, while streaming awareness is near universal, advertisers are struggling to distinguish between platforms due to fragmented data signals. Comscore’s data indicates that as of early 2026, approximately 54% of mobile and 36% of desktop impressions lack identifiers, making signal-independent tools critical for addressability.

Contextual signals—including genre, mood, and scene-level metadata—are increasingly viewed as the standard for premium CTV. During the June 2026 StreamTV Show, executives from Vizio and Warner Bros. Discovery highlighted that accurately matching ad content to viewer mindset via metadata is becoming a requirement for biddable, high-scale environments. Amazon’s decision to bake these capabilities directly into its interface suggests that native, automated AI targeting is migrating from a luxury feature to a core programmatic utility.