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 Staff

MORE FROM PORTADA

North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.


MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.