Analytical company comScore and programmatic ad company TubeMogul have announced a partnership in Australia and New Zealand that delivers brand advertisers another independent, DSP-integrated audience verification solution.
The partnership means that marketers executing digital video campaigns across Australia and New Zealand can now measure audience reach via comScore validated Campaign Essentials (vCE) directly within TubeMogul’s programmatic platform.
“We have worked hard to deliver on the needs of brand advertisers across the region and we believe our partnership with comScore will propel the growth of programmatic video by providing an additional layer of transparency and verification,” said Sam Smith, TubeMogul Australia and New Zealand managing director.
The comScore vCE solution provides unduplicated impression delivery reporting, audience verification by demographic and geographic reach. The software also measures the percentage of validated impressions that reached the advertiser’s target audience.
“We are delighted to bring comScore vCE to the programmatic video advertising markets of Australia and New Zealand, and we believe our partnership with TubeMogul will help brands have access to the right metrics, and ensure their video ads are being delivered accurately and efficiently,” said Joe Nguyen, senior vice president, Asia Pacific at comScore.
Smith said there was an increasing trend by marketers in Australia and New Zealand to demand greater visibility into how digital ad budgets are spent. The partnership with comScore was a crucial development because it gives advertisers additional, independent reporting to benchmark their programmatic buying against validated audiences, he said.
“Our objective is to offer more choice and control to our agency partners and brand clients,” Smith said. “The programmatic platforms that win in this market must provide independent third-party measurement tools as brands want to know if they are buying the audiences they are promised.”