• by Mark Walsh , August 5, 2014

Yahoo on Tuesday said it has fully integrated comScore’s audience verification service into its ad buying and reporting platforms. The two companies first announced their partnership at Yahoo’s NewFronts event in April

The Web giant will use comScore’s validated Campaign Essentials (vCE) solution for measuring audience delivery across display and video campaigns, whether bought directly or programmatically. The deal is aimed at giving media buyers unified campaign data and analytics, including viewability, brand safety and whether an ad was seen by the desired target audience.

“Integrating comScore vCE with Yahoo ad platforms provides advertisers with one place to buy, measure and analyze campaigns against all available data,” stated Eric Lange, vice president of product at Yahoo. The companies plan to extend the ratings service to mobile campaigns and expand the offering internationally in the next several months.

In June, Yahoo announced the rollout of its Media Rating Council (MRC)-accredited viewability measurement solution called Prime View. Through the new service, advertisers can ensure that they only pay for display ads people can actually see.

Through such steps, Yahoo aims to keep up with rivals like Google -- which integrated comScore’s vCE into DoubleClick earlier this year--and entice big brands to spend more on its platforms. In the second quarter, the company reported an 8% decline in display ad revenue, which CEO Marissa Mayer blamed on softness in the PC-based display market, and its transition to new ad systems internally.