Google has partnered with comScore to offer advertisers real-time data to measure how effective campaigns are across all types of computer screens and mobile devices.
The move brings Google closer to offering the kind of data television companies have offered advertisers, and it should help the online giant compete for ad dollars with TV networks.
The new product, called comScore Validated Campaign Essentials, will be offered to clients on Google’s DoubleClick ad management platform.
comScore’s vCE metric will be built directly into the DoubleClick ad server that publishers and marketers use to deliver their ads. It will initially be available in the U.S. later this year for desktop-based display and video ads, with plans to expand the service for mobile and cross-platform.
Serge Matta, president of comScore, said that he believes this partnership will bring more digital ad dollars to the table.
“It allows us to radically simplify digital media buying for the industry, while enhancing quality and accountability,” he said. “This directly addresses many of the everyday challenges that prevent our clients from investing further in digital.”
“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.