comScore Adds Twitter Metrics to vCE

comScore is adding Twitter ad metrics - including demographics, reach, frequency and GRPs - to its validated Campaign Essentials (vCE) measurement solution.

vCE provides an unduplicated count of ad impressions delivered across media, and takes account of different definitions / degrees of delivery. The tool now includes enhanced features for ad fraud prevention, expanding reporting capabilities, and earning third-party accreditations. Reporting for US campaigns will soon include measurement of Twitter ads that run on mobile devices; with Spain, Canada and the UK to follow later this year.

Gabe Goldstein, Senior Director of Product Management, comments: 'With 70% of social media consumption now occurring on mobile apps, we're pleased to add key campaign delivery metrics for Twitter mobile ads into vCE. This enhancement brings greater transparency to advertisers and agencies regarding their cross-platform campaigns, filling key gaps in the measurement of walled gardens'.

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