ComScore and TubeMogul announced a partnership in Asia Pacific that will deliver brand advertisers an independent, DSP-integrated audience verification solution across the region.
Marketers can measure audience reach via comScore validated Campaign Essentials™ (vCE®) for digital video campaigns through a direct integration within TubeMogul’s programmatic platform.
Through the agreement, advertisers can use comScore vCE measurement to verify audience reach across 13 countries in the Asia Pacific region, including Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, the Philippines, Singapore, Taiwan, Thailand and Vietnam.
“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 branding in the region,” said Susan Salop, TubeMogul Vice President, Asia. “Brands now have access to an audience verification tool from a trusted, independent source and will enjoy improved measurement and accountability for their video spend.”
The comScore vCE solution provides unduplicated impression-level delivery metrics by reporting the percentage of validated impressions that reached the advertiser’s target demographic and geographic audience.
“We are delighted to bring comScore vCE to programmatic video advertising markets in Asia Pacific, and 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 Joe Nguyen, Senior Vice President, Asia Pacific at comScore.
Salop said a big trend across Asia Pacific was a concern of the lack of standardised cross-screen measurement in programmatic video advertising and the partnership with comScore enables brands to use the same metrics in comparing the success of their online video investments to their television campaigns.
“Cross-screen audience-based ad buying is gaining momentum, and our integration with comScore delivers an independent means of measuring audience reach,” Salop said. “The better that brand marketers can understand their true reach and frequency, the more likely they are to achieve their business objectives.”