Google Inks Deal With comScore for Real-Time Ad Measurement
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 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.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceIn the ever-evolving landscape of eCommerce, staying ahead requires constant adaptation and strategic insights. The Fospha State of eCommerce Report f...
View articleIn the dynamic landscape of digital marketing, Snapchat's innovative 7/0 optimisation window is redefining the game, but how does this impact you as a...
View articleGoogle Analytics has long been the cornerstone of website analytics, and the introduction of Google Analytics 4 (GA4) brings forth a new era in digita...
View articleAbhay Singhal, CEO of InMobi Marketing Cloud, discusses why phasing out cookies is actually a good thing for the programmatic ecosystem. Read More...
View articleWith Google announcing its plans to phase out support for third-party cookies in Chrome within the next two years. We look at what this means for the ...
View articleWith a shorter holiday shopping season in full swing, retail brands are lagging when it comes to their digital marketing initiatives. Read More...
View articleKPItarget's Mike Rowan shows how his team helped Citrus Magic leverage innovative data analytic techniques to both, increase brand exposure and promot...
View articleApple has announced that with the next update to iOS 10, they will limit the number of times an app owner can pester a user for a rating. Read More...
View article