comScore and Google Link for Ad Campaign Insights

Digital measurement specialist comScore has partnered with Google to offer brand marketers using the latter's DoubleClick ad platform a real-time audience metric designed to help them measure campaigns across multiple screens.

After a period of testing, the partnership will integrate comScore's Validated Campaign Essentials (vCE) metric into Google's online ad serving platform DoubleClick, in order to measure whether online ads have been delivered and whether they have reached their target audience.

The service will initially be available in the US for desktop-based display and video ads, before it is rolled out for mobile and cross-platform measurement. At this point, the new service will offer cross-screen comparable audience delivery metrics - such as reach, frequency and GRPs - and provide clients with immediate access to neutral data that is directly comparable to TV and other traditional media. Following the integration, comScore and Google plan to jointly seek MRC (Media Ratings Council) accreditation for the service.

comScore President Serge Matta, who will become the firm's CEO from March 1 2014, comments: 'This partnership 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.'

Today's news follows Google's recent partnership with Nielsen, which involves using the latter's Online Campaign Ratings (OCR) tool for the assessment of YouTube campaigns.

Web sites: www.comscore.com and www.google.com .