comScore in Business with Yahoo to Improve Digital, Mobile Advertising Effectiveness

comScore in Business with Yahoo to Improve Digital, Mobile Advertising EffectivenessIn case you missed it, Yahoo made advertisers very happy by announcing its new partnership with comScore.

Thanks in part to the coupling, advertisers can now buy campaigns, direct or programmatically, that ensure and verify audience delivery for display and video using comScore vCE.

We’re told that Yahoo is the first publisher to fully integrate vCE throughout its ad buying and reporting platforms in an effort to “unify all available data for advertisers.”

“Brands are reaching their audiences through multiple channels and need a consistent way to measure results across their campaigns,” explains Eric Lange, VP of Product at Yahoo.

“As we innovate to deliver a unified solution for advertisers, integrating comScore vCE with Yahoo ad platforms provides advertisers with one place to buy, measure and analyze campaigns against all available data,” Lange adds. “That’s something advertisers can’t get anywhere else today.”

In a provided state from comScore we’re told that Yahoo and comScore will continue to develop their combined offering, with plans to roll out ensured delivery and verification for mobile campaigns, as well as expand to global markets over the next several months.

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