This launch, and comScore’s involvement, paves the way for increased ad verification measurement on mobile, helping media buyers and sellers access consistent metrics across all platforms to ensure campaigns have an opportunity to make an impact.

“As mobile advertising continues its rapid growth, it’s critical that measurement options keep pace,” said Dan Hess, chief product officer at comScore. “The Open Measurement SDK stands to further expand the reach of in-app campaign verification, and we are excited to be collaborating with the IAB Tech Lab Working Group to make this a reality for the industry.”

According to a provided release, we’re told that the OM SDK works in tandem with the existing comScore SDK, a single SDK that unlocks in-app measurement across comScore’s flagship Media Metrix audience suite and comScore advertising solutions, which measure campaign audiences, viewability, invalid traffic and brand safety, as well as campaign impact on brand equity, sales, location visits and other behaviors.

“Our customers and partners have varied measurement needs, which include and extend beyond ad viewability,” continued Hess. “We know many of our clients require extended in-app audience and advertising measurement to improve their monetization and marketing efforts, which is why we’ll continue to support and offer our own SDK technology alongside the ad verification features within the IAB Tech Lab OM SDK.”

To learn more, click here.

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From an emailed statement:

Working in tandem with Sizmek’s data enablement, creative optimization and media execution capabilities, Sizmek’s Verification API framework provides a unified, streamlined way of trafficking, as opposed to manually wrapping and sending tags back and forth between technology providers, which can delay campaign launches, amplify human error, and add experience-impacting latency.

“Our customers demand greater control and transparency in an increasingly complex ecosystem,” said Mike Caprio, Chief Growth Officer at Sizmek. “These partnerships are critical to supporting our clients to the fullest and showcases our commitment to helping customers realize the benefits of a unified platform that sits across the entirety of the media plan.”

“With the enormous growth in digital video advertising, it’s critical that technical platforms can deliver the speed and accuracy necessary to support the client demand,” said Steve Woolway, SVP of Business Development at DoubleVerify. “We applaud Sizmek for investing in the underlying technology and integration that support the most advanced levels of 3rdparty video measurement and authentication.”

We’re told that the HTML5 video framework is fully supported by Sizmek’s In-Stream HTML5-based VPAID and In-Stream Enhanced Video formats.

“We continuously aim to not only increase operational efficiencies, but empower our clients to be proactive about their media quality, “said Harmon Lyons, SVP of Business Development, at IAS. “Through this integration with Sizmek, ads that will not meet client’s expectations of brand safety, ad fraud, and/or geo-complaince can be blocked from ever serving.”

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The offering, we’re told, measures lift in retail visits resulting from TV, mobile and desktop advertising.

With this solution, marketers and their agencies will be able to understand the holistic impact of their advertising on driving visitation to physical locations such as retailers, automotive dealerships, dining establishments and more.

In addition, media sellers will be able to prove the value of their inventory and its ability to drive consumers to visit brick-and-mortar locations.

The new joint offering is built on comScore and PlaceIQ’s history of providing marketers with accurate insight into the efficacy of advertising. Ad exposure data from comScore is matched to location data from PlaceIQ to measure the overall and individual impact of campaign components such as TV networks, digital publishers, dayparts and placements. comScore can further integrate viewability measurement to account only for digital impressions that have an opportunity to be seen, as is the standard in TV. This viewable lift data provides marketers with an apples-to-apples comparison of lift across platforms and the ability to optimize spend accordingly.

“Auto dealerships, restaurants, travel providers and retailers all have the challenge of connecting the dots between ad exposures and in-store foot traffic,” said Steve Ahlberg, senior vice president, advertising products for comScore. “Today’s launch gives marketers access to the neutral, third-party data they need to make those connections, and to ultimately optimize their marketing mix. comScore is excited to partner with PlaceIQ, a premier provider of advanced location data and analytics, to launch this product, which is available to our clients today.”

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With this integration, mParticle is providing a certified path for customers to implement the comScore SDK to enable both audience and advertising measurement with minimal development resources.

“The most important initiative on nearly every media company’s agenda in 2017 is to synthesize data and measurement across mobile and connected devices,” said Adam Biehler, Head of Partnerships at mParticle. “We are thrilled to work with comScore to make it easier for leading publishers to improve third-party measurement without the complexity of deploying and maintaining multiple SDKs.”

Starting today, joint mParticle and comScore customers will be able to take full advantage of the SDK integration. Customers can log into the mParticle platform, easily configure comScore settings and begin gleaning insights about their app users within minutes, providing a holistic, cross-platform view of their audiences.

“With mobile apps approaching 60% of overall time spent on digital devices, and with 18-24 year olds spending as much as 73% of their digital time in apps, quality app measurement is more critical than ever for brands and publishers,” said Nick Tabbal, senior vice president at comScore.  “We are excited to work with partners like mParticle to help the industry remove development barriers, break down data silos and better understand the behavior of their cross-platform audiences.”

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According to the September 2016 comScore Media Metrix Key Measures report for desktop, AdSupply reaches almost 40 million unique visitors a month with exposure to 17% of the total digital population. This exciting growth trend aligns with AdSupply’s efforts to partner with quality publishers and create impactful ad experiences centered around viewability and user engagement.

“This is just the beginning of our ascent into the comScore Top 20,” said AdSupply VP of Sales Chris Corson. “Advertisers are thrilled with our engagement metrics while publishers have responded to our balance of high impact ad formats that don’t compromise user experience. comScore’s latest rankings confirm that both advertisers and publishers win with AdSupply.”

To learn more about comScore’s Key Measures report read the AdSupply News & Views blog post.

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With this agreement, comScore now has 56 TV markets under contract with Raycom.

According to a provided release, Amarillo, Texas; Boise, Idaho; Odessa-Midland, Texas; Waco-Temple-Bryan, Texas and Wichita Falls-Lawton, Texas will become the latest Raycom markets to utilize comScore as selling currency.

Of the 56 markets, Raycom now has 33 markets that use comScore Local TV service as their exclusive source of television ratings information.

“Raycom was an early supporter of Rentrak, now comScore local TV, and we are very happy to continue the expansion of our partnership,” said VP of Research at Raycom Billy McDowell. “comScore Local’s television measurement services provide us with reliability, stability and helps target the television audiences advertisers need to generate increased sales and profitability.”

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In fact, “comScore found Turbine outperforms its benchmark in accurately predicting consumer purchase intent and interests across its proprietary, real-time audience segments,” a statement provided to MMW reads. “The result highlights Xaxis’ understanding of consumer intent and ability to decipher complex in-market purchase signals to increase engagement throughout the consumer journey.”

Going forward, Xaxis and comScore will work together to continually verify the veracity and performance characteristics of Xaxis’ Turbine audiences.

In the study, comScore assessed Xaxis segments for accuracy by validating Turbine’s audience data against the 1.9 trillion interactions observed by comScore’s global monthly census.

“The comScore validation adds an additional layer of value to Turbine’s proprietary audience segments, ensuring they reach the intended targets across all addressable media including mobile, display, social, online video, connected TV, Internet radio, and digital out of home,” according to Digital Journal.

Xaxis execs are pleased with the results of comScore’s review.

“Turbine provides Xaxis clients with a true understanding of a consumer’s position within their consumer lifecycle and enables brands to engage with audiences at precisely the right moment across devices,” said Jon Whitticom, VP of data and audiences at Xaxis. “comScore’s findings validate our proprietary methods of modeling, scoring and refreshing audience segments in real-time. As we continue to innovate in data science, our ongoing partnership will bring an extra level of rigor to our overall testing and R&D efforts.”

“Xaxis is to be commended for its willingness to test their targeting accuracy level,” said Gian Fulgoni, co-founder and Chairman Emeritus at comScore. “By validating its audience segments against comScore’s independent third-party data, Xaxis is giving its clients greater confidence that they do indeed reach their desired audiences through accurate targeting capabilities.”

Xaxis’ Turbine DMP continually responds to changes in behavior patterns inferred from more than 1 trillion non-personally identifiable data points to create proprietary audience segments that can be actioned across all addressable media.

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Available to the public as a free download, the comScore crew says that the report provides a retrospective view of the major shifts in cross-platform consumer behavior occurring in sectors such as TV, digital media, mobile, social media, advertising, search and e-commerce, with an eye toward what these trends mean for the year ahead.

2015 was another transformative year in media, as TV and digital convergence accelerates and the longstanding consumer habits continue to be upended. While the media landscape is often described as growing increasingly ‘fragmented’, a more accurate description might be that it’s becoming increasingly interconnected, with consumers seamlessly accessing content across more screens than ever before.

To download a copy of the 2016 U.S. Cross-Platform Future in Focus report, click here.

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The duo took home a gold award in the mobile insights category for joint research entitled, “The Impact of Native Mobile Video Ads on Key Brand Metrics.”

The David Ogilvy Awards celebrate the critical role of findings that inspire great advertising — as David Ogilvy once did.

“We’re honored to receive this prestigious award along with Opera Mediaworks on this research topic that is of growing importance to the advertising industry,” said Chris Desmul, senior manager at comScore. “With advertisers constantly pushing the frontier of digital advertising to create the most effective and engaging ad formats, it is critical to better understand the performance of newer formats like native video ads that are designed exclusively for mobile devices.”

The comScore and Opera Mediaworks research? It examined the value of mobile native advertising and evaluated a variety of mobile native ad campaigns using comScore Mobile Brand Survey Lift.

“With the rapid rise of short-form video on mobile – made popular by social platforms such as Snapchat and used frequently on publisher sites – there was a need to better understand this ad format’s effectiveness,” a provided statement reads. “The study found that native mobile video advertising drove significant brand lift and outperformed comScore mobile norms across a variety of upper funnel and lower funnel branding metrics.”

Mike Owen, executive vice president of U.S. brand sales at Opera Mediaworks, said he was proud that the research was recognized.

“In order to continue to invest in new ad formats and move the industry forward, advertisers need assurance that they are effective – and that is exactly what this research delivered: proof that auto-play video in native environments can have a major impact on brand metrics like favorability, purchase intent, and likelihood to recommend,” said Owen.

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This new partnership, we’re told, will deliver consistent, cross-device audience measurement of video and ad content, providing advanced insight into consumer viewing behaviors for better media planning and buying.

Through this partnership, comScore is incorporating new Adobe Certified Metrics, standardized digital census data built on the Adobe Platform and powered by Adobe Analytics, into its Cross Media, Audience and Advertising Product Suites. In addition, Adobe will integrate comScore audience data, including demographics, for Adobe Marketing Cloud customers.

People are watching content on an increasingly broad variety of devices, a provided news release says. Paid digital content services are on the rise and, for two years running, the total number of authenticated digital TV views has doubled annually according to Adobe Digital Index. Comparable cross-platform metrics are one of the biggest friction points in television’s digital transformation. Media companies, publishers, multi-channel video programming distributors (MVPDs) and advertisers are all looking for ways to reliably measure audiences, content and advertising engagement across all platforms. comScore and Adobe joining forces provides seamless, census-based measurement of digital video content and ads for the most popular platforms, including TV, video on demand, smartphones, tablets, game consoles and over-the-top connected devices.

“With the world’s largest brands, including ten of the ten largest media companies relying on Adobe Marketing Cloud, Adobe is at the center of audience measurement and in a unique position to help solve one of the industry’s greatest friction points,” said Jeremy Helfand, vice president, Adobe Primetime. “This partnership will enable smarter buying and selling of advertising and establish the trust and credibility needed to support the convergence of linear and digital experiences.”

The collaboration between Adobe and comScore will provide marketers globally “with trusted insights, including key metrics on the number of video starts, time spent watching and rate of ad engagement, to optimize their ad campaigns and more efficiently reach the right audiences across TV and digital.”

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