ComScore and Google partner to offer cross-screen Audience Metrics to Brands

What: ComScore and Google are partnering to offer an audience metric that will help measure campaigns across screens.
Why it matters: The product called  comScore vCE will be available to all DoubleClick customers across screens for display and video formats. ComScore will continue to offer vCE independently of the DoubleClick platform, as well.

comscoregoogleComScore and Google are partnering to offer an audience metric that will help brand marketers measure campaigns across screens.

This partnership will be announced by Google’s vice president of Display advertising Neal Mohan during the IAB Annual Leadership Meeting in Palm Desert, California.

ComScore vCE will be available to DoubleClick marketer and publisher clients, as it will be built directly into the DoubleClick ad server used by publishers and marketers to deliver their ads. It will first be available in the US for desktop-based display and video ads, with plans to expand the service for mobile and cross-platform.

However, comScore will still offer vCE independently of the DoubleClick platform, as well.

The benefits this partnership brings to the media are:

• VCE data will enable advertisers and publishers to measure campaigns with just a click.
• Cross-screen comparable audience metric  will provide clients access to neutral data.
• Marketers and publishers will have access to audience insights through comScore vCE directly in their ad server.

The effort intends to provide as accurate and complete branding data as there is available for performance.

Separately, Google recently acquired  DeepMind, an artificial intelligence startup. “We’re deeply committed to creating metrics that are as meaningful for brands as the click is in performance advertising, and we have a number of efforts underway to provide actionable brand measurement. We look forward to working with them to give brand buyers and media sellers better access to real-time insights, “said Neal Mohan.

“This partnership allows us to radically simplify digital media buying for the industry, while enhancing quality and accountability. This directly addresses many of the everyday challenges that prevent our clients from investing further in digital,” said Serge Matta, President of comScore.


Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA


The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.