Yahoo Aims to Ensure and Verify Audience Deliverability

Share this article:

New integration with comScore aims to allow marketers to see real, verifiable audience when buying ads direct or programmatically.

Yahoo announced today that it has fully integrated Internet analytics company comScore's validated Campaign Essentials (vCE) into Yahoo ad buying and reporting platforms. vCE is an ad deliverability solution that provides unduplicated impressions and evaluates those impressions against campaign audiences. According to Yahoo, the integration should allow marketers to ensure that their display and video ads are reaching a real audience, whether they buy direct or programmatically.

Additionally, the integration is designed to allow marketers to use comScore vCE data to get a more complete view of audiences across Yahoo websites and set up measurement of campaigns with one common metric, avoiding the tagging process.

“Integrating comScore vCE with Yahoo ad platforms provides advertisers with one place to buy, measure, and analyze campaigns against all available data,” Yahoo's VP of Product Eric Lange said in a statement. 

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.

Top 20 Percent Is Twice as Good at Converting as the Rest

Top 20 Percent Is Twice as Good at ...

There are five reasons elite marketers trounce the competition: testing, targeting, spending, mobilizing, and democratizing.

Ecstatic Over Programmatic

Ecstatic Over Programmatic

Ads purchased programmatically will double this year to $10 billion, and then again to $20 billion in 2016, a new study forecasts.