Google will incorporate comScore’s Validated Campaign Essentials, or vCE measurement technology into its DoubleClick ad server used by publishers and marketers to deliver their ads.
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This will shorten the time the system typically takes to service an enquiry, enabling advertisers to change or tweak ineffective campaigns and thereby increase the effectiveness of their ads. They can check whether their campaigns are reaching the targeted base and change campaigns accordingly. The integration will also give brands access to some of the real time optimization techniques available to direct response marketers.
The increased efficiency is likely to attract brand advertisers that typically use TV as the primary platform.
In November last year, Google signed an agreement with Nielsen to track ad views on YouTube in an attempt to invite bigger advertisers and thereby divert TV ad dollars.
Later this year, the service will be available only in the U.S. for desktop-based display and video ads. Gradually, the service will be spread out across mobile and other platforms.
comScore, based in Virginia and founded in 1999, provides a range of digital analytics solutions to enterprises. The company offers its clients information regarding the usage of their online properties and those of their competitors through its digital media measurement platforms.
comScore’s vCE is an integrated ad delivery validation solution. It provides insights on deep campaign, in-flight coverage and regular alerts for suitable and effective campaign management.
DoubleClick, an ad technology founded by Google, builds, transacts, and handles digital advertising for buyers, creators and sellers around the world.
Currently, Google holds a Zacks Rank #3 (Hold).