News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Google partners with comScore to attract big brand advertising
Google has been working on an ad measurement system for a number of years. However, the company has this week announced a partnership with comScore to make real-time audience metrics available to its DoubleClick clients.
Using comScore's vCE metric, which Google will build into its DoubleClick ad service, marketers will soon be able to measure campaign performance across multiple screens in real-time.
Neal Mohan, Google VP of display advertising, announced the partnership at Monday's Interactive Advertising Bureau's Annual Leadership Meeting. Serge Matta, president of comScore, says the deal will "radically simplify digital media buying" by giving marketers instant access to data.
The multi-year partnership which will give brands real-time insight into how their campaigns are delivering, is part of a wider drive by Google to attract bigger brands online and attract budgets traditionally spent on television.
"No more waiting days or weeks for reports, no more wasted media, no more missed opportunities," says Mohan. "This objective, third-party vCE metric is being built directly into our DoubleClick ad serving products, where it can serve as a transparent currency for both marketers and publishers to buy, sell and measure ad space across sites, formats and screens."
The real-time audience metrics will first become available in the U.S. later this year for desktop display and video ads, after which the intention is to expand the service to mobile and cross-platform.
Image via Shutterstock
- Consumer satisfaction with mobile commerce falling
- YouTube wants agencies to learn from their top creators
- Search marketing taking back seat as proving ROI challenging
- Study: Video big influencer for some voters
- Ad Roundup: Partnerships underscore importance of connection
- Study: Digital driving calls to businesses
- Study: Email key for SMB trust
- Studies: Video views increasing
Featured White Papers
- The 5 Principles of Engagement Marketing
In this ebook, we define each of those five principles, and show you what an engagement marketing strategy truly looks...