comScore Adds Batanga Ethnicity Data to vCE

comScore is enhancing its Validated Campaign Essentials (vCE) product with the integration of ethnicity data from Batanga Media's digital content for US Hispanics and Latin Americans.

vCE was introduced in 2012, to measure whether online ads have been delivered and whether they have reached their target audience. Earlier this month, the product was integrated into Google's online ad serving platform DoubleClick to provide a real-time audience metric for campaigns across multiple screens.

Now Batanga - which delivers display, video and mobile solutions to more than 140 million users each month - has become the first firm to add Hispanic content data to comScore's own opt-in panel data.

Anne Hunter (pictured), comScore SVP of Global Marketing Strategy, comments: 'By leveraging Batanga Media's valuable demographic information on Hispanic consumers, comScore can significantly bolster the quality of our audience reporting for digital campaigns. Greater depth and reporting granularity for Hispanics means an improved ability for our clients to optimize their campaigns in real-time.'

Web sites: www.comscore.com and www.batanga.com .