NEW YORK—DoubleVerify and Comscore announced that they will work together to develop an integrated media quality verification and audience measurement solution to enable advertisers to seamlessly measure the impact of their comprehensive media plan.
DV and Comscore plan to launch the joint offering as early as Q2 2022 for a select group of customers.
The new measurement solution will combine data from DV Authentic Ad, a proprietary MRC-accredited metric that verifies that ads are fully viewed, by a real person, in a brand-appropriate environment in the intended geographic area, with Comscore Campaign Ratings, Comscore’s cross-platform audience measurement solution.
The combination of the power of DV Authentic Ad™ and Comscore’s 15 years of audience measurement across all screens will allow advertisers to see campaign results across all platforms, knowing that audiences were free of invalid traffic, aired prominently and in the right geography and brand environment, the companies said.
“Ad reach measurement is increasingly faced with questions of truthfulness in the digital world,” said Mark Zagorski, CEO of DoubleVerify. “Digital fraud, conflicting verification solutions, and growing credential friction challenge traditional measurement. By partnering with Comscore, we’re tackling the problem head-on by developing an industry-first measurement solution that combines media quality verification data with audience data to help advertisers maximize campaign performance. and drive real business results.
“The industry is simultaneously facing three key megatrends: the search for more accurate deduplicated audience measurement, the widespread emergence of streaming, and evolving privacy standards,” said Bill Livek, CEO of Comscore. “By partnering with DoubleVerify and linking Comscore Campaign Ratings with their media quality verification data, we can better support the industry with this unique product and help brands and agencies optimize media quality and performance. within their campaigns.