Google is bringing real time branding metrics into its ad technology via an integration with comScore, the company announced yesterday.
The integration will allow both publishers and advertisers to instantly monitor whether their campaigns are hitting the right age and gender metrics, and adjust accordingly. Additionally, it will give brands access to some of the real time optimization cherished by direct response marketers – but those capabilities are somewhat less valuable to brands, who are not going after conversions and clicks.
The announcement signifies yet another big push by Google to get brand dollars flowing through its technology. As Ad Age reported last week, the company has been working to bring brands budgets into its programmatic technology by curating top tier publisher inventory in “custom brand exchanges.” Advertisers such as GM, Burberry and Disney have participated.
Mohan said the integration will largely be used by those working in DoubleClick‘s Campaign Manager tool, but it could also be useful to publishers looking to course correct campaigns that are not delivering to the right audiences. The upgrade is significant when compared to the products’ previous functionality, which allowed users to monitor these metrics only by pulling reports after the fact.
When asked why Google partnered with comScore as opposed to Nielsen, which has partnered with Facebook, but Mohan gave little insight into what drove the decision. “This announcement is a deep technology integration with comScore that we’re very excited about, but it doesn’t mean we’re not going to work with other partners,” he said.
Google, of course, has its own measurement capabilities, but Mohan said the company is content to lean on partnerships in this case. “Measurement needs to be something that all of us in the industry need to work together on,” he said. “It can’t be something that we work on in isolation.”
App analytics and market data company, App Annie, have released a new report that sheds light on Gen Z’s mobile behavior, in order to help marketers develop effective strategies to reach them. 98% of Gen Z report owning a smartphone, on average receiving their first at the age of 10. They are also part of […]
Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more […]
Market research companies eMarketer and Global Web Index have collaborated together to release the 10th edition of the global media intelligence report. The report is a detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. Communicate will be highlighting the key trends that are shaping the […]
Social Bakers, a global AI-powered social media marketing company has released the Q3 edition of their social media trends report. The report reveals where the industry is currently standing with regard to spending and engagement globally. Here are the key findings – ADVERTISING Worldwide ad spend increased by 56.4% in Q3 compared to where it […]