It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Ad tech vendor, TubeMogul, has partnered with comScore vCE in Australia and New Zealand to deliver brand advertisers with what it claims is an independent, DSP-integrated (demand side platform) audience verification solution.
The comScore vCE solution is design to provide unduplicated ‘impression-level delivery metrics’, by reporting the percentage of validated ad impressions that reach the advertiser’s target demographic and geographic audience.
In a statement, TubeMogul said the partnership means marketers launching digital video campaigns across the regions can measure audience reach via the comScore validated Campaign Essentials (vCE) directly via its programmatic platform.
“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 comScore Asia-Pacific senior vice-president, Joe Nguyen.
According to TubeMogul Australia and New Zealand managing director, Sam Smith, the move followed an increasing demand by marketers in Australia and New Zealand for greater visibility into how digital ad budgets are spent.
He claimed the partnership with comScore was a crucial development because it would give advertisers additional, independent reporting to benchmark their programmatic buying against validated audiences.
“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,” Smith said.
“Our objective is to offer more choice and control to our agency partners and brand client. 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.”
Last month, TubeMogul strike an alliance with ad exchange player, Site Tour, to bring programmatic ad buying to out-of-home advertising.
More TubeMogul news
- REA Group strikes programmatic video advertising deal with TubeMogul
- Foxtel turns on personalised content and advanced data analytics with Datalicious, programmatic with TubeMogul
- Report: Australians lead the world for programmatic video advertising growth
- Reports highlight rise and challenges of programmatic video advertising
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