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Google Strikes Big Ad-Measurement Deal with comScore

Google Strikes Big Ad-Measurement Deal with comScore
February 12, 2014 9:34AM

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A new partnership between Google and comScore may change how billions of online ads a day are measured, covering display, video, mobile and any future areas Google moves into. comScore's Validated Campaign Essentials tech will be used to let advertisers and publishers track online ads in near real time, allowing for instant changes.

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Google signed a major advertising deal with comScore to help the world's largest Internet search provider win more business from big brands like Kellogg.

Google is integrating comScore's Validated Campaign Essentials, or vCE, measurement technology into its DoubleClick ad business.

The combination will let advertisers and publishers track online ads in near real time, allowing them to change things on the fly if campaigns are not performing as expected.

The deal, which has been in the works for almost a year, may affect billions of ads a day, changing the way agencies and big companies run and monitor campaigns. This is part of a broader push by Google to attract more big brands, which have traditionally spent most of their money on TV.

"To really crack the nut and bring brand dollars to digital advertising, you have to crack the brand-measurement nut," says Neal Mohan, vice president of display advertising at Google. "This integration and partnership with comScore is our bet on real-time audience measurement."

Google already dominates performance-related ads online through its leading search engine, limiting future growth there. Brand advertising is a big market that the company has yet to embrace fully, giving it more room to grow.

The total brand advertising market, which includes digital, TV and more traditional offline ads, is worth at least $300 billion a year. As more of this moves online, Google is positioning itself and partnering with more companies to grab as much of this money as possible.

Digital brand advertising spending will grow from $18 billion in 2013 to $31 billion by 2017, while spending on direct response, or performance, ads online will climb from $25 billion to $32 billion, according to eMarketer.

Google has been working on its own ad-measurement technology for years. But as the company focuses more on brands, it has become more open to working with third-party measurement firms such as Nielsen and comScore. That's because big ad spenders require independent data on how their campaigns are going.

"The end game is to integrate this with TV measurement," comScore President Serge Matta says.

"Most of the ad dollars are on TV, and over time that will shift to digital, and you will want to measure this in real time across all platforms."

© 2014 under contract with NewsEdge. All rights reserved.

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Posted: 2014-03-01 @ 7:51pm PT
Alistair is from another country and doesn't completely know what the fook is going on.



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