|Google's RE:SCOR Comscore deal fits right into my social media looking for ad content theme. IMO this up's the speculative appeal what was once VCLK (name change). The company is now called CNVR Conversant. Twitter already has a TV ratings venture with Nielsen. IMO hypothetically CNVR could possibly fit. This to give them a better chance to attract advertisers. Ultimately giving them a faster profitability model.|
I was on the verge of purchasing SCOR, about two weeks ago but just added it to my watch list.
Did Anyone Look at That Ad? By VINDU GOEL
For years, the advertising industry has been struggling to address a nagging problem: Who is actually looking at those ads on a webpage or embedded in a video?
About 54 percent of ads on the web are not seen by users, according to estimates by comScore, a leading online measurement and analytics firm.
On Monday, comScore announced a partnership with Google, the leader in digital advertising, to help advertisers figure out who is looking at their ads — in real time, while an ad campaign is going on — so brands can make adjustments on the fly and perhaps entice more people to click.
Under the deal, Google will integrate comScore’s Validated Campaign Essentials (vCE) technology for measuring ad performance directly into Google’s DoubleClick ad-serving platform.
Initially, the tools will be available to quickly measure how viewers are interacting with video and display ads on the desktop. Eventually, the partners plan to extend the measurements to mobile devices and other platforms, and they hope to persuade the broader advertising and media industries to support the technology.
“It’s going to, for the very first time, give advertisers and publishers real-time insights into whether their campaigns are delivering,” said Neal Mohan, vice president for display advertising at Google, discussing the partnership during a speech at the Interactive Advertising Bureau’s leadership conference in Palm Desert, Calif., on Tuesday.
For Google, the partnership will bring some of the real-time analysis that advertisers can get with search ads to other types of ads. The company said the deal was part of a larger effort, which Google discussed in a blog post on Tuesday, to bring more transparency to advertising.
Data on viewership of display ads, such as the banner ads that run across the top or along the side of many web pages, is typically difficult to get quickly, Mr. Mohan said in his speech. “It’s kind of like a coach giving feedback to their team after the game is lost.”
For comScore, the deal validates vCE, which helps advertisers measure viewership of ads more precisely. Advertisers, meanwhile, will get faster, easier, real-time tools to assess their ads.
For web publishers and media sites, Mr. Mohan suggested, better measurement will help them wrest more ad dollars from television, which gets about 60 percent of advertising spending even though people spend more of their time online than watching TV.
As for web users? Perhaps we will finally see more relevant, interesting ads.