Social purpose: Oxygen for your brand health vitals
If trust is the new currency, then we’re in deep trouble. Here's why.
TubeMogul integrates comScore vCE into its video platform
Ad tech company leverages programmatic video advertising using an integrated audience verification solution
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
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
https://bit.ly/2qLgzmR Transform your life a proven digital blueprint
Okitoi Steven
How this banking group tackled a digital marketing transformation
Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...
Blue Mushroom Infozone Pvt Ltd
Out of home advertising companies strive for greater metrics and transparency
Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing
gve
How AMP is using AI to create effortless ‘experiences’
is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...
Sunita Madan
Society will decide where digital marketing takes us next: Oracle
This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...
johny blaze
What machine learning has done for the Virgin Velocity program