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DoubleVerify and Comscore team on new measurement and verification offering

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By Kendra Barnett | Senior Reporter

February 24, 2022 | 4 min read

DoubleVerify and Comscore plan to launch a joint offering that enables advertisers to gain a more accurate view of campaign performance across platforms, while also ensuring their ads are protected against invalid traffic and placed in brand-safe environments.

Measuring tapes

Comscore and DoubleVerify are promising advertisers better cross-channel media measurement

Media measurement and verification platform DoubleVerify and measurement and analytics firm Comscore today announced a new partnership established with the goal of improving cross-channel audience and verification measurement for advertisers of all kinds. The aim is to equip advertisers with insights that enable them to improve the efficiency and effectiveness of their overall media plans.

The new partnership will bring together Comscore Campaign Ratings, an audience measurement tool that promises advertisers reach and frequency across TV, connected TV (CTV), mobile and desktop with DV Authentic Ad, DoubleVerify’s proprietary framework for confirming that ads are consumed in full by a real person within the target geographic region and in a brand-safe environment. Combining the two platforms, Comscore and DoubleVerify aim to provide advertisers with a more comprehensive and accurate view of campaign performance across various platforms – with the assurance that their media was placed in appropriate, desirable contexts and seen by real people within their target geographies.

Mark Zagorski, DoubleVerify’s chief executive, hopes that the new solution will address many of the challenges of ad measurement and verification that advertisers often face in an increasingly multi-channel, digital world. “Digital fraud, conflicted verification solutions and growing identifier friction are challenging traditional measurement,” he said in a statement. “In partnering with Comscore, we are addressing the issue head on – developing an industry-first measurement solution that combines media quality verification data with audience data to help advertisers maximize campaign performance and drive real business outcomes.”

Comscore’s chief executive Bill Livek echoed this sentiment in a statement shared today, arguing that the new solution will help speak to three “megatrends” – “the search for more accurate deduplicated audience measurement, the mainstream emergence of streaming, and evolving privacy standards.”

Livek claims the offering will help marketers improve the quality of their media campaigns and achieve better outcomes by addressing common measurement and verification issues head-on. “We are building a first-of-its-kind solution that pairs best-in-class verification and audience data to support the advertising ecosystem as measurement grows more complex and the industry begins adopting the next generation of cross-platform measurement,” he tells The Drum.

The organizations plan to roll out the new offering as early as Q2 of this year, but did not specify a date. DoubleVerify will address the new partnership in further detail on Friday at its analyst and investor day at the New York Stock Exchange, while Comscore plans to discuss the deal during its Q4 and full-year earnings call on Monday February 28.

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