MB and comScore Partner to Track Ad Impact

Millward Brown and comScore have teamed up to connect validated ad viewing with changes in consumer behaviour, helping brands assess the performance of their digital advertising. The service will cover 'all markets outside the US, Canada and Taiwan'.

Through the deal, audience metrics from comScore's validated Campaign Essentials (vCE) will let clients know if their ads were viewable and have reached their target audience; Millward Brown's Brand Lift Insights will help identify how attitudes to the brand have changed after exposure to digital ads; and comScore's Action Lift will help brands understand how their online campaigns have driven shifts in metrics such as site visits, competitive share, branded searches and online conversations.

Duncan Southgate, Global Brand Director, Digital at Millward Brown, says the partnership will provide advertisers with a comprehensive view of digital effectiveness from delivery through to impact. Paul Goode, comScore's SVP Strategic Partnerships, adds: 'By combining the expertise of our two organisations, advertisers will have access to the best-in-class solutions to evaluate and optimise the right metrics on the impact on brand perception and consumer behaviour. Everyone likes big numbers, but optimising campaigns for viewable impressions alone without advanced invalid traffic removal is chasing the wrong big number'.

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