VivaKi Nerve Center and comScore Develop Custom Partnership to Deliver Ad Viewability Metrics to Clients
Integration of comScore vCE into VivaKi Nerve Center's Audience On Demand Practice Optimizes Inventory and Improves Efficiency of Digital Spend
RESTON, Va., Aug. 8, 2012 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, and the VivaKi Nerve Center today announced they will integrate a custom offering of comScore's validated Campaign Essentials™ (vCE) solution Audience On Demand™ (AOD). Through this partnership, AOD will be the first addressable media buying practice to incorporate comScore's viewability data on a "pre-bid" basis, allowing for both the refinement of AOD's inventory footprint as well as the real-time adjustment of bids to reflect the potential for an impression's viewability.
"Viewability insights obtained 'pre-bid' enable us to more accurately assess the value of inventory in the ecosystem and deliver significantly better results for our clients," said Mike Zeman, VP, Solutions at the VivaKi Nerve Center. "AOD is the first agency-led audience buying practice to take a proactive stance on the issue of online ad viewability via this deep integration with vCE, giving our agencies and their clients a unique competitive advantage."
"We look forward to working with the VivaKi Nerve Center to bring their clients additional value through insights into the quality of ad inventory in being able to deliver an 'opportunity to see'," said Lynn Bolger, comScore Executive Vice President. "While media exchanges present a compelling opportunity for advertisers to efficiently reach target audiences, advertisers understandably need confirmation regarding where their ads end up being delivered and whether that inventory is desirable. The integration of vCE into the Nerve Center's platform answers those questions in black-and-white to help improve media allocation decisions and realize the full benefits of real-time bidded media."
About validated Campaign Essentials
validated Campaign Essentials (vCE) is an integrated solution for complete campaign delivery validation and in-flight optimization. Unlike existing single-point solutions, vCE provides an unduplicated accounting of impressions delivered across a variety of dimensions, such as ads delivered in-view, in the right geography, in a brand safe environment, and absent of non-human traffic. It also evaluates the degree to which validated impressions reached the campaign target audience. vCE reports on reach and frequency, comprehensive demographics and behavioral segments. This measurement eliminates all impressions that never had a chance to make an impact, providing a more realistic and accurate picture of campaign delivery.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.
About Nerve Center
The VivaKi Nerve Center is the world's largest research and development (R&D) center dedicated to building new technologies and approaches that connect brands with their customers in today's digital world. With increased media fragmentation, the Nerve Center is focused on developing tools, technology and partnerships to help VivaKi clients effectively reach and engage their consumers "across screens" and throughout all stages of the consumer purchase funnel.By centralizing resources into one R&D operation, the Nerve Center harnesses the collective strength of VivaKi's global scale, which aggregates the marketplace influence of four autonomous brands―ZenithOptimedia, Starcom MediaVest Group, Digitas and Razorfish. Audience On Demand™ (AOD) is the VivaKi Nerve Center's addressable media buying practice that combines dedicated talent and industry-leading technology to connect brands precisely with target audiences in the digital marketplace.
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