Programmatic video ad platform TubeMogul this week announced it has integrated comScore’s vCE metrics (validated Campaign Essentials) into its ad platform to bring “TV-comparable metrics” to digital advertisers.
comScore’s demographic, reach/frequency and human gross rating points (GRPs) data will be made available to TubeMogul clients directly through its platform.
"To brand advertisers, making direct comparisons between TV and online video in terms of cost and accuracy is critical,” stated Keith Eadie, chief marketing officer at TubeMogul. “Many of our clients rely on comScore vCE to do just that, which is why we are excited to add it directly into our platform.”
Last summer, TubeMogul launched BrandPoint, a tool that let brands and agencies buy digital video advertising on a cost-per-GRP basis. That tool is integrated with Nielsen’s OCR (online campaign ratings) data, and now TubeMogul says BrandPoint users can “verify accuracy and make direct comparisons to TV campaigns” using comScore’s human GRP metrics.