Home Data ComScore President: Integrating TV Measurements Into Google-vCE Offering Is The ‘Ultimate Goal’

ComScore President: Integrating TV Measurements Into Google-vCE Offering Is The ‘Ultimate Goal’

SHARE:

comscore googleGoogle is injecting real-time metrics into its DoubleClick ad business via a partnership with comScore, the Mountain View, Calif., company said Tuesday.

On day two of the IAB’s Annual Leadership Meeting, Neal Mohan, Google’s VP of display advertising, outlined the challenges marketers face in measuring the results of digital ad campaigns.

Existing frameworks don’t do a good job of capturing measurements for brands,” Mohan said. “And the lack of measurement in our space is keeping marketers from reaching audiences that matter to them.”

Google hopes integrating comScore’s Validated Campaign Essentials (vCE) measurement technology into DoubleClick addresses those issues by allowing advertisers to track and adjust online ads in a matter of minutes versus weeks, Mohan explained.

“By working with comScore, we’ll be able to give advertisers [near] real-time insights into whether their campaigns are reaching the right audience. We’ll be turning a theoretical metric into a real-time metric,” Mohan claimed.

Adding vCE, which includes metrics on whether an ad was viewed and whether it was viewed by the target audience, will also let Google share more data with advertisers.

For comScore, the deal is a huge win in terms of scale, said comScore president Serge Matta. “DoubleClick is the largest ad server out there and integrating with them helps us significantly,” Matta told AdExchanger.

ComScore’s vCE technology will be applied to Google’s display and video inventory in approximately six months, followed by mobile, said Matta. The ultimate goal is to apply vCE across platforms, including TV. “Integrating TV into vCE and providing a cross-platform [solution] is on our roadmap,” Matta said, “but you have to start somewhere.”

At the same time, comScore needs to remain an independent third party, and so the company will continue to offer vCE outside of DoubleClick. ComScore also will not have any insight into Google’s relationships with advertisers through vCE, Matta added.

Additionally, comScore has started getting its vCE technology and the DoubleClick integration accredited by the Media Rating Council (MRC).

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

“It’s one thing to be integrated into DoubleClick, but we need another independent, third party like the MRC body to validate our methodologies and the integration,” Matta said.

Last year, Google allowed Nielsen to put its measurement tags (Online Campaign Ratings) on YouTube, in addition to comScore’s measurement tags.

Must Read

Intent IQ Has Patents For Ad Tech’s Most Basic Functions – And It’s Not Afraid To Use Them

An unusual dilemma has programmatic vendors and ad tech platforms worried about a flurry of potential patent infringement suits.

TikTok Video For Open Web Publishers? Outbrain Built It.

Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.

Billups Launches Attention Measurement For Out-Of-Home

Billups, a managed services agency that specializes in OOH, is making its attention measurement solution and a related analytics dashboard available for general use.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
US District Court for the Eastern District of Virginia, Alexandria

The Google Ad Tech Antitrust Case Is Over – And Here’s What’s Happening Next

Just three weeks after it began, the Google ad tech antitrust trial in Virginia is over. The court will now take a nearly two-month break before reconvening for closing arguments right before Thanksgiving.

Jounce Media's Chris Kane at Programmatic IO NY on Sept. 25, 2024.

The Bidstream Is A Duplicative, Chaotic Mess – But It Doesn’t Have To Be That Way

Publishers are initiating more and more auctions – but doesn’t mean DSPs are listening to more bids, according to Chris Kane.

Readers Are Flocking To Political News, Says WaPo – And Advertisers Are Missing Out

During certain periods this year, advertisers blocked more than 40% of The Washington Post’s inventory over brand safety concerns.