Google and comScore on Monday announced a partnership that will bring real-time audience metrics to the DoubleClick ad exchange. The metrics will be for both marketers and publishers. ComScore's validated Campaign Essentials (vCE) will be built into the platform.
Google hopes the the addition of comScore vCE metrics will bring more brand dollars online.
“We’re deeply committed to creating metrics that are as meaningful for brands as the click is in performance advertising” stated Neal Mohan, Google’s VP of display advertising. “We look forward to working with [comScore] to give brand buyers and media sellers better access to real-time insights.”
With those "real-time insights,"
marketers and publishers will be able to make on-the-fly adjustments. Per a statement announcing the partnership, Google and comScore say the metrics will work for cross-screen campaigns, including
However, the integration will start with desktop-based display and video ads before expanding into mobile and cross-platform.
The metrics will initially be available in the U.S. “later this year.” Once the service is fully integrated, the companies say they will jointly seek Media Rating Council (MRC) accreditation.
Lisa Weinstein, president, global digital, data and analytics at Starcom MediaVest Group, stated that she believes the partnership will mark a “tipping point for brand advertising in the digital realm.”