Home  › Marketing › Strategies
google-logo-square

Google Inks Deal With comScore for Real-Time Ad Measurement

  |  February 11, 2014   |  Comments

Google has added comScore's validated Campaign Essentials (vCE) metrics into its DoubleClick ad server in order to measure digital ad campaigns in real time.

Google has inked a large advertising deal with comScore in a move that will offer more timely and precise data about who is seeing ads online. The effort is the latest attempt by the search giant to attract big brand advertisers. 

The companies will integrate comScore's validated Campaign Essentials (vCE), an ad delivery validation solution, into its DoubleClick ad server. The addition of vCE will enable Google to measure digital campaigns in real-time, and share more data about what types of people see their ads and what their interests are.

"Both advertisers and publishers will be able to see if a campaign is reaching the right audience in real time and make adjustments if it isn't," says Neal Mohan, vice president of display advertising at Google. 

"This objective, third-party vCE metric is being built directly into our DoubleClick ad-serving products, where it can serve as a transparent currency for both marketers and publishers to buy, sell, and measure ad space across sites, formats, and screens."

The multiyear deal covers display ads and advertising on video and mobile devices, but it will also extend to future ad products, technology and platforms that Google may develop. 

Google started testing comScore's ad-measurement technology a year ago. The tech giant has not disclosed financials of the deal, but it notes that the partnership with comScore helps provide advertisers and marketers with more actionable, open, and transparent measurement.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...