DoubleVerify and Comscore partner on cross-platform audience measurement tool

The new tool will allow advertisers to measure the impact of their full media plan. DV and Comscore will work jointly to power a new measurement solution that combines data from the DV Authentic Ad – a proprietary, MRC-accredited metric that verifies ads are fully viewed by a real person in a brand-suitable environment and within the intended geography – with Comscore Campaign Ratings. The latter is a cross-platform audience measurement solution that offers deduplicated reach and frequency across TV, connected TV (CTV), desktop and mobile.

By combining the power of the DV Authentic Ad and Comscore’s 15 years of measuring audiences across screens, the joint solution aims to allow advertisers to view campaign results across platforms, knowing the audiences were free of invalid traffic, delivered in-view and to the right geography and brand environment.

“Measuring advertising reach is increasingly confronted by questions of veracity in the digital world,” said DoubleVerify chief executive Mark Zagorski. “Digital fraud, conflicted verification solutions and growing identifier friction are challenging traditional measurement.

“In partnering with Comscore, we are addressing the issue head on – developing an industry-first measurement solution that combines media quality verification data with audience data to help advertisers maximise campaign performance and drive real business outcomes.”

Comscore chief executive Bill Livek added: “The industry is simultaneously facing three key megatrends: the search for more accurate deduplicated audience measurement, the mainstream emergence of streaming and evolving privacy standards.

“By partnering with DoubleVerify and pairing Comscore Campaign Ratings with their media quality verification data, we can better support the industry with this unique product. It also enables us to help brands and agencies maximise media quality and performance within their campaigns.”

DV and Comscore plan to launch the joint offering by the second quarter of 2022 for a select group of customers.