In an attempt to draw in new advertisers, Yahoo has integrated their ad network with ComScore’s audience verification service. The service, known as Validated Campaign Essentials (vCE), helps to give advertisers access to valuable metrics, similar to those that marketers get with television commercials. Things like audience demographics, reach, frequency and GRP can now be easily accessed and analyzed when running a digital marketing campaign.
The service is available in the US only right now, but will likely be rolled out across the Yahoo network in the near future.
Eric Lange, VP of Product at Yahoo, said of the launch, “Integrating comScore vCE with Yahoo ad platforms provides advertisers with one place to buy, measure, and analyze campaigns against all available data. That’s something advertisers can’t get anywhere else today.”
The service is currently set up for both programmatic and direct buy ads. It also works for both display and video advertisements. In the future, Yahoo will be integrating the system with their mobile campaigns, though no firm date on that has been announced.
This is a big move by Yahoo, and allows them to become an innovator in the ad market, rather than just a company that has been following the path of other networks like Google and Facebook. In addition, it will likely help them to draw in some much needed brands, especially bigger name brands, that can help boost their ad revenue quickly.
Yahoo has been struggling to update and improve their ad networks for quite some time, and this seems to be a big step in the right direction.
Anyone who is dedicating ad spend to digital will certainly want to consider the benefits that Yahoo is now able to bring to the table.
