Yahoo and comScore Partner to Expand Global Access to Ad MeasurementcomScore vCE to be Available to Yahoo Advertising Clients, Providing TV-Comparable Metrics on Video, Display and Mobile Ads
NEW YORK CITY and RESTON, VA, April 28, 2014 - At today's Digital Content NewFronts, comScore (NASDAQ: SCOR) and Yahoo (NASDAQ: YHOO) announced that they are partnering to simplify the digital ad buying and measurement process for marketers around the world. The partnership will provide advertisers with access to comScore's validated Campaign Essentials (vCE) metric through Yahoo's ad serving and reporting tools, delivering TV-comparable metrics for video, display and mobile ad campaigns that reach audiences on Yahoo and across the web.
This integrated solution simplifies the digital advertising experience for marketers in a number of ways. Advertisers will be able to set up campaigns without the labor-intensive tagging process. Then, once a campaign is live, advertisers will be able to access near real-time reports on audience reach to better adjust and optimize their campaigns.
Yahoo is dedicated to simplifying the experience for advertisers so that they can spend more time focusing on what inspires them: capturing their customers' attention through great storytelling, said Ned Brody, Head of the Americas, Yahoo. There is a growing need for marketers to easily plan, buy and measure across screens and ad formats. Offering a standard unit of measurement across screens throughout the life of a campaign is a big step toward meeting that need.
The solution will first be available on display and video buys for U.S. advertisers this summer, with plans to offer on mobile buys, as well as be available to international advertisers in later phases of the partnership.
This partnership between comScore and Yahoo brings accountability to digital advertising and helps put it on the same playing field as TV, said Serge Matta, President and CEO of comScore. It also means that we can significantly expand the vCE footprint by incorporating it into places where people want to use comScore data and making it more widely available to global brand marketers. We look forward to working with Yahoo to improve our clients' digital advertising performance.
Industry Support for the Yahoo-comScore Partnership
We are excited about what the Yahoo-comScore partnership will mean for vCE on a global scale. Increased accessibility of campaign KPIs helps us optimize the performance of our clients' campaigns and pay off our Live ROI proposition.
--John Nitti, President, Activation, ZenithOptimedia
In an increasingly complex marketplace, this integration simplifies our work and amplifies the opportunity for cross-screen planning and measurement.
--Amanda Richman, President, Starcom USA
This partnership has enormous implications up and down the digital advertising ecosystem. We recognized the potential of vCE early on and have worked to implement it into our SkySkraper data solution for this reason. We know the comScore partnership with Yahoo will deliver broader and more actionable campaign intelligence to all Yahoo marketers. Not only will it expand the availability of real-time campaign metrics across ad formats on a global basis, but it also means more data on which to base decisions.
--Domenic Venuto, Global President, Data and Technology, VivaKi
About Yahoo
Yahoo is focused on making the worlds daily habits inspiring and entertaining. By creating highly personalized experiences for our users, we keep people connected to what matters most to them, across devices and around the world. In turn, we create value for advertisers by connecting them with the audiences that build their businesses. Yahoo is headquartered in Sunnyvale, California, and has offices located throughout the Americas, Asia Pacific (APAC) and the Europe, Middle East and Africa (EMEA) regions. For more information, visit the pressroom (pressroom.yahoo.net) or the Companys blog (yahoo.tumblr.com).
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Yahoo and comScore Partner to Expand Global Access to Ad MeasurementcomScore vCE to be Available to Yahoo Advertising Clients, Providing TV-Comparable Metrics on Video, Display and Mobile Ads
