TubeMogul and comScore Link for Video Validation

Online video ad targeting specialist TubeMogul has partnered with comScore to provide clients with information on whether digital video campaigns have actually been delivered and whether they have reached their target audience.

TubeMogul partners with KN Dimestore and Nielsen to integrate first-party data into its platform for use in audience targeting. In addition to a broad cross-section of quantitative metrics, the firm offers a proprietary BrandSights survey model, through which clients can use customized surveys to measure brand awareness, favorability and purchase intent, and gain an understanding of their video campaign's target audience.

The latest deal integrates comScore's validated Campaign Essentials (vCE) metric, which provides an unduplicated count of impressions delivered. Clients can now view demographics, reach/frequency and human gross rating points (GRPs) for their video campaigns, to help them determine which ads are delivered to actual people - rather than bots or spiders - and which reach their target audience segments.

TubeMogul CMO Keith Eadie (pictured) comments: 'To brand advertisers, making direct comparisons between TV and online video in terms of cost and accuracy is critical. Many of our clients rely on comScore vCE to do just that, which is why we are excited to add it directly into our platform.'

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