The initiative is designed to make it easier for advertisers to source trusted, third-party measurement providers and improve transparency.

ComScore and Google have worked together since 2011 on audience reporting for digital ads.

Felix Hansen, senior director, product management, comScore said: “Whether you’re an advertiser or a publisher, we know third-party measurement is important to validate that you’re reaching the right audiences – and ensure those ads are being seen by those intended audiences.”