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
According to a recent Mastercard survey, Australia is one of the more mature markets in the loyalty space, with nine out of 10 consumers carrying a loyalty card in their wallet. But how loyal are consumers really?
Presentations are a marketer’s best friend. They can be a concise, targeted and effective form of communication with the potential to make a real impact on your audience.
One of the greatest challenges facing senior leaders today is what’s going on in their own head.
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.
Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...
Holly Smith
Adidas taps data and technology smarts to build personalised digital engagement with consumers
clearly someone who's jealous and only comments from the safety of being behind their keyboard
Peter Sibson
The purpose of purpose - Brand science - CMO Australia
haters gonna hate
David Bentley
The purpose of purpose - Brand science - CMO Australia
Social Media is platform where people get connected to each other from the world and share their views and thoughts on any product. Socia...
Tejas Potfode
6 Ways to ramp up Social Media to Your Web Design
We can't overlook mobile. Each passing day people are on their phones more and more
This Is My South Bay
What the 5G revolution will do to mobile marketing