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Gordon Young
Editor-in-chief at The Drum

Google unveils Measurement Partners scheme as part of its adtech overhaul

The new scheme involves 23 third-parties

As part of its flagship product conference Google Marketing Platform overhaul, the online advertising behemoth has unveiled Google Measurement Partners, a roster of third-party measurement partners brands can use to verify the performance of their media spend.

The Google Measurement Partners program consists of a roster of 23 companies, including ComScore, Nielsen, Oracle Data Cloud (and its martech platform Moat) and is geared towards helping advertisers verify that their ads are delivered in brand safe environments

The announcement was made yesterday (July 10) at its flagship product conference where the company also unveiled a host of new ad formats powered by machine learning, and comes just weeks after it announced it was dropping its iconic DoubleClick brand in favor of Google Marketing Platform.

The comprehensive list of the 23 participating measurement partners* can be seen in the image below, with the program building upon its earlier Marketing Mix Model Partners scheme.

Payam Shodjai, Google Marketing Platform, product management director, unveiled the new scheme (see images above) speaking during yesterday’s keynote presentation where he underlines that the latest updates underlined Google’s commitment to “stronger collaboration”.

“We believe that it’s up to you to choose what’s right,” he said, adding that Google was striving to meet rigorous industry standards to garner trust with advertisers.

Shodjai went on to say: “We’re working closely with these partners and industry bodies to ensure you have the measurement standards and tools you need to drive your business forward.”

In a statement sent to The Drum, Neustar’s Google partnership lead David Smith, senior director, business development and partnerships, said the move was “creating openings while strengthening the foundation” or Google’s earlier transparency efforts.

He also said it was in addition to other similar programs that it participates with such as Snap MMM Partner Program, the Facebook Measurement Program, the Pinterest Marketing Partners, plus its MMM data partnership with Twitter.

“We continue to work with leading digital platforms to obtain greater transparency while maintaining the safety of that data, which is fundamentally important to our advertisers and the industry as a whole,” Smith added.

* The full list of adtech partners in the Google Measurement Partners cited in a slide in Shodjai’s presentation include: Adway; Adjust; Analytic Partners; AppsFlyer; ComScore; Cyber; Data2Decisions; DoubleVerify; Ekimetrics; Integral Ad Science; Innovid; IRi; Kochava; Meetrics; Moat; Millward Brown; Neustar; Nielsen; Oracle Data Cloud; Research Now; Singular; Sizmek; Tune.

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