Feb. 10, 2014
/PRNewswire/ -- comScore (NASDAQ: SCOR) and Google are partnering to offer a real-time audience metric designed to help brand marketers easily measure campaigns across screens. After a period of testing, comScore vCE will be available to DoubleClick marketer and publisher clients, built into the widely used ad management platform. This
will be announced today by
, Google's VP of Display Advertising, during his keynote presentation at the IAB Annual Leadership Meeting at
2:30 PM PT
Palm Desert, California
"We're deeply committed to creating metrics that are as meaningful for brands as the click is in performance advertising, and we have a number of efforts underway to provide actionable brand measurement," said
. "To accomplish this, we're investing in our own technologies as well as partnering with trusted industry leaders, like comScore. We look forward to working with them to give brand buyers and media sellers better access to real-time insights."
"This partnership between comScore and Google is much more than a simple technology integration between two industry-leading companies," said
, President of comScore. "It allows us to radically simplify digital media buying for the industry, while enhancing quality and accountability. This directly addresses many of the everyday challenges that prevent our clients from investing further in digital."
comScore's vCE metric will be built directly into the DoubleClick ad server that publishers and marketers use to deliver their ads. It will initially be available in the U.S. later this year for desktop-based display and video ads, with eventual plans to expand the service for mobile and cross-platform. Upon the completion of its development, comScore and Google plan to jointly seek MRC accreditation for the service. comScore will continue to offer vCE independently of the DoubleClick platform, as well.