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.
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.