Native & Programmatic Advertising

Google Selects comScore as a Partner to Provide Brand-Safe Ad Ecosystem on YouTube

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Google will leverage comScore’s proprietary Brand Safety Engine that is the core of its validated Campaign Essentials™ (vCE®) suite

Google is refurbishing its campaign to ward off the malice of fake news and malvertising, once and for all. For this, the Alphabet company has roped in comScore as a strategic partner to provide independent brand safety reporting of advertising campaigns on YouTube. The latest partnership in ad tech industry will help Google to provide a brand-safe ecosystem to advertisers, enabling them with greater visibility into the context of every ad that appears on YouTube.

The Google-comScore pair is clearly the strongest brand-safety partnership in ad tech industry that will douse the fire of doubt arising from inappropriate content slipping into branded space.   The deal comes barely hours after Google also rolled out the Programmatic Guaranteed for media buyers and owners who are using its DoubleClick Bid Manager (DBM) and DoubleClick for Publishers (DFP) across desktop and mobile. The beta-tests for Programmatic Guaranteed commenced in late 2016.

By partnering with comScore, Google will be in a position to leverage the company’s proprietary Brand Safety Engine that is the core of its validated Campaign Essentials™ (vCE®) suite. This technology uninterruptedly monitors patterns within text content to identify the brand safety of a given ad context – both in general and for specific campaigns, on both mobile and desktop platforms.

“Monitoring online content for brand safety is a complex challenge, particularly in an environment that has the vast scale and growth of YouTube,” said Dan Hess, executive vice president of products at comScore. Hess adds, “We’re delighted to see Google taking further action to monitor and increase brand safety, and appreciate its vote of confidence in selecting comScore to be part of this initiative.”

The move follows weeks of criticism by advertisers complaining that Alphabet’s subsidiaries — Google and YouTube — did not do enough to stop appropriate non-search ads from serving up next to inappropriate videos and content on YouTube and publisher sites.

comScore notes that Google will use a “proprietary brand safety engine” built into its Campaign Essentials suite of tools that will validate and monitor patterns and text that identifies content. It aims to prevent brand advertisements from serving upon terrorism-related pages.

“Monitoring online content for brand safety is a complex challenge, particularly in an environment that has the vast scale and growth of YouTube,” said Dan Hess, executive vice president of products at comScore, in a statement. “We’re delighted to see Google taking further action to monitor and increase brand safety, and appreciate its vote of confidence in selecting comScore to be part of this initiative.”

comScore provides independent data, insights and media expertise to over 3,200 customers, who rely on the unmatched intelligence and analytics covering the whole digital ecosystem. Randall Rothenberg, the Interactive Advertising Bureau’s President and CEO, helped the industry recognize the pitfalls of pirated copyrighted entertainment and falsified content served right next to branded content on YouTube and publisher sites.

Earlier, comScore announced the launch of MMX Multi-Platform and enhancements to Mobile Metrics in Indonesia to enable customers with robust reporting, visualization, engagement, and demographics segmentation.

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