Essentially, advertisers who run campaigns through Yahoo will be able to tag their campaigns for measurement by vCE from within the Yahoo platform. Then, once live, audience reach data will be reported back “in near real time” to allow campaigns to be adjusted and optimised on the fly.

The integrated solution will be initially available on display and video buys for US advertisers, beginning in the summer, with plans to extend the partnership to mobile buys, as well as to international advertisers, further down the line.

Ned Brody, Yahoo’s head of the Americas, said: “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.”