Google and comScore announce deal set to bring marketers improved ad campaign performance insights
Google and comScore have announced a major deal that will bring marketers using Google’s DoubleClick ad platform real-time campaign data and speedier insights.
Deal: Google and comScore are partnering up
The partnership will integrate comScore’s Validated Campaign Essentials (vCE) ad metric into Google’s DoubleClick ad business resulting in an improved service for marketers, including combining tracking technology onto the same platform ads are booked on, enabling marketers to adapt campaigns faster according to performance.
Serge Matta, president of comScore, said of the deal: “This partnership between comScore and Google is much more than a simple technology integration between two industry-leading companies. It allows us to radically simplify digital media buying for the industry, while enhancing quality and accountability. This directly addresses many of the everyday challenges that prevent our clients from investing further in digital.”
Neal Mohan, Google’s VP of display advertising, said: “We’re deeply committed to creating metrics that are as meaningful for brands as the click is in performance advertising, and we have a number of efforts underway to provide actionable brand measurement.
“To accomplish this, we’re investing in our own technologies as well as partnering with trusted industry leaders, like comScore. We look forward to working with them to give brand buyers and media sellers better access to real-time insights.”
The integrated service will become available in the US later this year on desktop with plans to roll it out for mobile and cross-platform later.