Google and comScore have announced a partnership that will allow brands using Google advertisements to gain a significant amount of additional information. The goal is to provide digital ads with the same statistical data that brands are used to getting with television advertisements. Once perfected, Google hopes this will help them to attract more of the total ad dollars that are being spent each year.
The product from comScore is known as Validated Campaign Essentials, and will be offered ao all of the clients on Google’s DoubleClick ad management platform. It will be built right into the ad server that is used by publishers and marketers, making it extremely easy to access and incorporate into their advertisement decisions. While still in beta at this time, it will be rolled out to the US this year for desktop-based video and display ads, and then later to mobile ads.
There are many features that the partnership will bring to the tablet, most important of which seems to be the improved ability for advertisers to manage their overall ad campaigns in real time. The system will provide a lot of information to the advertisers with a single click, so they can easily see who is looking at their ads, who is taking actions on them, and a variety of other useful things.
Serge Matta, the president of comScore, said of the move, “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.”
Google’s Vice President of Display Advertising, Neal Mohan, said of the new platform, “We’re deeply committed to creating metrics that are as meaningful for brands as the click is in performance advertising.”
The total impact of this move won’t be known for some time, but if they are able to attract more money from brands into digital advertising, it could be a significant benefit to Google, comScore and everyone in the digital marketing industry. The more credible brands see this method of advertising, the more money will be spent throughout the industry.
