Publicis-owned R&D lab The VivaKi Nerve Center is to integrate a customised version of comScore’s ‘validated Campaign Essentials’ (vCE) into its Audience on Demand (AOD) media buying practice, in order to deliver ad ‘viewability’ metrics to clients.vCE
gives a measure of whether online ads have been delivered and whether they have reached their target audience.
Through the partnership, digital agency VivaKi’s Nerve Center, will incorporate vCE into its AOD
service, to enable clients to make real-time adjustment of media bids which reflect the potential of an impression’s ‘viewability’.
comScore EVP Lynn Bolger (pictured) comments: ‘While media exchanges present a compelling opportunity for advertisers to efficiently reach target audiences, advertisers understandably need confirmation regarding where their ads end up being delivered and whether that inventory is desirable. The integration of vCE into the Nerve Center’s platform answers those questions in black-and-white.’
Web sites: www.vivaki.com