In the battle for digital ratings dominance, comScore has scored a big one: A global measurement deal with Yahoo that bakes its vCE ratings into all of Yahoo’s ad management, service and posting systems.
The deal, which was announced as part of Yahoo’s digital Newfront presentation in New York Monday, covers display and video advertising buys, and the two companies said they are working on a mobile ratings solution “in later phases of the partnership.”
It was not clear how exclusive the deal was, and whether Yahoo would also integrate and offer Nielsen’s Online Campaign Ratings data in the same way, but Nielsen is also close to unveiling its mobile measurement solution.
The main benefits of the comScore/Yahoo deal, the companies said, were “simplicity,” ease of use, and improved workflow, plus global availability.“There is a growing need for marketers to easily plan, buy and measure across screens and ad formats. Offering a standard unit of measurement across screens throughout the life of a campaign is a big step toward meeting that need,” Ned Brody, head of the Americas at Yahoo, stated.