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
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
A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.
In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.
Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
This journey would identify all your future life aspects!
Maryann Humphrey
Open Colleges: one-to-one journeys is the goal
It's a pretty good idea. I think this integration is useful. Don't you agree?
Misty Stoll
Officeworks hops on voice interface bandwagon with Google Assistant integration
ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.
DragoCubed
Optus goes for education with 5G network campaign
Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...
Radiata Solutions
6 Ways to ramp up Social Media to Your Web Design
This is a unique experience! Will be interesting to talk to their managers.
Joyce Harris
How Krispy Kreme revitalised its brand in a saturated market