Yahoo! and comScore to Offer Real-Time Ad Metrics

Search engine giant Yahoo! and digital measurement specialist comScore have announced a partnership to provide advertisers with TV-comparable metrics for online video, display and mobile ad campaigns on Yahoo!'s ad networks.

Advertisers will now be able to access comScore's validated Campaign Essentials (vCE) metric through Yahoo!'s ad serving and reporting tools, in order to measure whether online ads have reached their target audience. According to the companies, advertisers will be able to set up campaigns without the labor-intensive tagging process, and then access near real-time reports on audience reach to help adjust and optimize their campaigns.

The solution will initially be available on display and video buys for US advertisers this summer. Coverage of mobile buys, as well as international roll-out, will come later.

Ned Brody (pictured), Yahoo!'s Head of the Americas, adds: 'There is a growing need for marketers to easily plan, buy and measure across screens and ad formats. Offering a standard unit of measurement across screens throughout the life of a campaign is a big step toward meeting that need.'

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