Integration Gives PubMatic Clients Easy Access to comScore Validated Campaign Essentials Tool
NEW YORK - PubMatic (www.pubmatic.com), the digital media platform for publishers, announced that it will integrate comScore’s Validated Campaign Essentials (vCE) tool into PubLink, PubMatic’s enterprise app marketplace.
PubLink is a set of APIs that enables integration of industry-leading software solutions into PubMatic’s strategic-selling platform. comScore’s vCE tool enables both buyers and sellers of media to use “viewability” as a campaign metric. Ad viewability – whether an ad has been seen by a person, rather than simply loaded into a computer browser – is increasingly becoming more important to advertisers and the comScore vCE tool provides viewability data.
“The vCE tool is another way that publishers are differentiating their quality approach to ad placement,” said Kirk McDonald, President of PubMatic. “PubMatic supports industry transparency and we’re pleased to have comScore as a PubLink partner. Measuring campaigns on the percent of impressions that came into view is an important step toward increasing the comfort level for brand marketers with interactive media.”
The comScore vCE tool is consistent with the standards set by the Making Measurement Make Sense initiative, which focuses on aligning interactive measurement with television and other media measurement techniques that give consumers an “opportunity to see” the ad. The initiative is supported by the Interactive Advertising Bureau (IAB), the American Association of Advertising Agencies (AAAA) and the Association of National Advertisers (ANA). Publishers and buyers will be able to access vCE reporting through PubLink to integrate within their campaigns.
“The integration of vCE into PubMatic’s platform makes it easier for publishers to sell with the viewability metric and for buyers to embrace it,” said Kirby Winfield, comScore Senior Vice President of Corporate Development. “This integration promises to expand and reinforce the impact of tools designed to help publishers determine which ads in their campaigns can achieve the desired results. It not only accounts for which ads are viewable, but also which ones are delivered to the right audience and geography. Publishers can feel comfortable working with a holistic solution for campaign validation in brand-safe environment that is absent of fraud.
Since 2006, PubMatic has been at the forefront of developing innovative technology to help publishers automate the process of evaluating and selling their advertising inventory. PubMatic (http://www.PubMatic.com) gives premium publishers a real-time media selling platform for managing revenue and brand strategy. PubMatic’s platform combines real-time bidding (RTB), the most comprehensive brand protection tools, unified optimization and audience insights as well as hands-on support to serve the world’s leading publishers. PubMatic is privately held, backed by funding from August Capital, Draper Fisher Jurvetson, Nexus Venture Partners, and Helion Ventures, and has seven offices around the world in the U.S., Europe and Asia.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, visitwww.comscore.com/companyinfo.