• by Erik Sass , Staff Writer, November 21, 2014

ComScore is expanding its mobile campaign measurement capabilities to include more precise tracking of advertising delivered within mobile apps -- including video ads -- in partnership with a number of digital ad platforms, the digital metrics firm announced this week. The new in-app measurement program complements comScore’s existing metrics for ads delivered in mobile Web browsers.

The partnership extends comScore’s validated Campaign Essentials Mobile (vCE Mobile) service to include in-app ads in collaboration with mobile media companies including AdColony, Addictive Mobility, BrightRoll, IgnitionOne, Kargo, Kiip, Netmining, NinthDecimal, Rhythm, RUN and Tremor Video. Among other things, the vCE service confirms that ads are delivered in the right context and geographic location, in a brand-safe environment, to real human beings (as opposed to bots), and also tracks how well the campaign reached its intended target audience.

As part of the partnership, comScore is conferring Mobile Authorized Tagging status on the partners, meaning that they have received its stamp of approval to measure ad delivery using the vCE Mobile standards. ComScore said it expects to add more partners to the list over the coming year.

Anne Hunter, comScore's senior vice president of global marketing strategy, stated: “Ensuring accurate and holistic measurement of mobile campaigns requires the ability to measure ad delivery on both mobile browsers and applications. But measuring delivery in-app is more complex than mobile browsers, requiring unique techniques. As we seek to deliver increasingly reliable and granular measurement to media buyers, comScore has partnered with today's leading mobile media companies to authorize them for mobile campaign measurement in-app using vCE Mobile.”

Hunter added: “With the help of our Mobile Authorized Tagging Partners, comScore expects to provide media buyers with the data quality needed for greater confidence and better decisions in mobile media buying, which will ultimately help the mobile ad ecosystem reach its full potential.”