comScore and Google are partnering to offer a real-time audience metric designed to help brand marketers easily measure campaigns across screens.
After a period of testing, comScore vCE will be available to DoubleClick marketer and publisher clients built into the widely used ad management platform.
The tool will initially be available in the US later this year for desktop-based display and video ads, with eventual plans to expand the service for mobile and cross platform.
The partnership is expected to benefit the media ecosystem in terms of ease of use, cross-screen comparable metrics at scale and actionability – the ability to act on insights to improve campaign performance.
“We are 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,” said Neal Mohan, Google’s vice president of display advertising.
“To accomplish this, we’re investing in our own technologies as well as partnering with trusted industry leaders, like comScore.”
Industry has been quick to support the partnership, with Conde Nast’s senior vice president of research, Scott McDonald, saying that the announcement represents a “commitment to transparency in digital advertising that will eliminate barriers to achieving greater scale and efficiency.
“With many advertisers currently increasing their spend on display, video and mobile, it’s important to have an infrastructure in place that allows them to spend with confidence,” he said.
