Google strikes comScore ad measurement deal

Google has struck a major ad measurement deal with comScore offering marketers more detailed real-time information about who has seen their ads across multiple screens, in a move the search giant will be hoping will attract bigger brand advertising budgets.

Google has struck an ad measurement deal with comScore.

The deal will see Google integrating comScore’s Validated Campaign Essentials ad measurement product into its DoubleClick advertising business.

It means Google will now be able to offer marketers more accurate and faster tracking of their ads, using a similar measure, reach and frequency metric to the Gross Rating Points used in TV.

Marketers will be able to access the new set-up via the DoubleClick ad platform, accessing near-instantaneous data about the performance of their campaigns, rather than having to wait for a report the following day. Another advantage is that the tracking technology appears on the same platform on which they book ads, meaning they can adapt their campaigns more quickly according to the tracking data.

The service will launch initially across desktop display and video ads, although there are plans to expand the service for mobile and cross-platform. It will first launch in the US later this year, before a wider international rollout.

In a blog post, Google DoubleClick’s vice president of display advertising Neal Mohan, says the move is part of a wider strategy to help brands “at all stages of the measurement pyramid” and in turn help the search giant wrest more marketing budgets from more traditional media sectors such as TV.

He adds: “More actionable, open and transparent measurement will help bring more great campaigns and brands online, which in turn helps to fund web services and content.”

Last month Google said in its latest earnings call that its platforms were overtaking traditional media to become central to the “biggest brand-building campaigns of the world”.

Jon Suarez-Davis, Kellogg  vice president of global digital strategy and North American Media, says of the comScore-Google deal: “What’s exciting about the comScore-Google integration is the ability to leverage real-time cross-media comparable metrics and rich demographics within a single platform. For us, this means a level of simplicity and actionability that we haven’t experienced before, and it’s something that can help move multi-channel media planning, measurement and optimisation forward in a major way.”

Google’s partnership with comScore follows a similar deal made with Nielsen in November, which has seen Nielsen’s measurement tags appear in ads running on YouTube and the Google display network.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here