DoubleVerify, Comscore to Launch Verification Measure

Comscore is partnering with digital media measurement, data and analytics provider DoubleVerify (DV) to develop a cross-platform media quality verification and audience measurement solution.

The partnership will combine data from the DV Authentic Ad with Comscore Campaign Ratings. The former MRC-accredited metric verifies ads are fully viewed, by a real person, in a brand-suitable environment, and within the intended geography; while the latter offers deduplicated reach and frequency across TV, connected TV (CTV), desktop and mobile. According to the firms, the joint solution will allow advertisers to view campaign results across platforms, knowing the audiences were free of invalid traffic, delivered in-view and to the right geography and brand environment.

DoubleVerify CEO Mark Zagorski says the partners are addressing digital fraud and growing 'identifier friction'. Comscore Chief Exec Bill Livek adds: 'By partnering with DoubleVerify and pairing Comscore Campaign Ratings with their media quality verification data, we can better support the industry with this unique product, and help brands and agencies maximize media quality and performance within their campaigns'.

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