Nielsen and comScore in Google Deals

A busy two weeks for Google: alongside the high profile announcement of a new CEO and the creation of a parent company, Alphabet, the search and advertising giant has signed new metrics deals with comScore and Nielsen, and registered a new ad viewability patent.

Last week, comScore's flagship validated Campaign Essentials (vCE) service was made available to US clients via Google's DoubleClick Digital Marketing and DoubleClick for Publishers platforms. This week, an expanded relationship with Nielsen makes the latter's Digital Ad Ratings (formerly OCR) available via the DoubleClick DSP internationally - adding Australia, Brazil, Canada and the UK to the US, where a similar deal was struck eight months ago. Digital Ad Ratings itself is available or will shortly be available in eleven other markets, accounting for 95% of global digital advertising spending.

The link with what are probably the two leading online ad measurement specialists means users of DoubleClick Bid Manager have seamless access to audience measurement for their online campaigns.

Separately, Google has updated an application with the U.S. Patent & Trademark Office which extends the concept of viewability to an entire Web page, instead of just individual ads on it - the patent uses examples to help define which parts of a page can truly be regarded as visible.

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