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.
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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.
March 19, 2014