Measurement leaders announce joint product effort to develop industry-first cross platform audience & verification measurement solution.

DoubleVerify and Comscore announced a preferred partnership between the two measurement companies to develop a best-in class, integrated media quality verification and audience measurement solution to allow advertisers to seamlessly measure the impact of their full media plan, the leading software platform for digital media measurement, data and analytics said on 24 February.

Comscore offers planning, transacting and evaluating media across platforms.

With this partnership, the two companies said they would work jointly to power a new measurement solution that combines data from the DV Authentic Ad, a proprietary, MRC-accredited metric that verifies ads are fully viewed, by a real person, in a brand-suitable environment, and within the intended geography, with Comscore Campaign Ratings, Comscore’s industry-leading, cross platform audience measurement solution offering deduplicated reach and frequency across TV,  connected TV (CTV), desktop, and mobile.

By combining the power of the DV Authentic Ad and Comscore’s 15 years of measuring audiences across screens, the joint solution aims to allow advertisers to view campaign results across platforms, knowing the audiences were free of invalid traffic, delivered in-view and to the right geography and brand environment.

“Measuring advertising reach is increasingly confronted by questions of veracity in the digital world,” said Mark Zagorski, CEO, DoubleVerify. “Digital fraud, conflicted verification solutions and growing identifier friction are challenging traditional measurement. In partnering with Comscore, we are addressing the issue head on – developing an industry-first measurement solution that combines media quality verification data with audience data to help advertisers maximize campaign performance and drive real business outcomes.”

“The industry is simultaneously facing three key megatrends: the search for more accurate deduplicated audience measurement, the mainstream emergence of streaming, and evolving privacy standards,” said Bill Livek, CEO, Comscore. “By partnering with DoubleVerify and pairing Comscore Campaign Ratings with their media quality verification data, we can better support the industry with this unique product, and help brands and agencies maximize media quality and performance within their campaigns.”

DV and Comscore plan to launch the joint offering as early as the second quarter of 2022 for a select group of customers.