DoubleClick Gets comScore GRP Solution, Average Viewable Time Measurement For Active View

Google’s DoubleClick announced a new Gross Rating Point (GRP) solution resulting from a partnership with comScore, which was announced last year. It’s called comScore vCE in DoubleClick.

It also announced updates to its Active View viewability solution.

comScore vCE in DoubleClick is described as an independent, tagless audience delivery measurement service for integrating directly in to an ad server to give advertisers and publishers a “trusted” solution for video and display.

It’s available to all DoubleClick customers across DoubleClick Digital Marketing and DoubleClick for Publishers.

“This means advertisers can now see if they’re reaching their target audience as it happens,” says Sanaz Ahari, Group Product Manager, Brand Measurement at DoubleClick. “And publishers will be able to make adjustments during the course of a campaign to meet their advertisers’ needs — no more after the fact reporting and make-goods.”

“With this tagless and single-click workflow, advertiser and publisher clients will have 100% coverage,” Ahari adds. “Publishers will have the ability to forecast their audience availability to ensure they meet advertiser commitments. For advertisers, in addition to scheduled reports we are introducing new audience cards that surface reports with simple and easy to read visuals.”

On the Active View front, Google announced that users will be able to measure average viewable time (in seconds) in DoubleClick Bid Manager.

The company says that in response to feedback from clients, it’s also working to expand Active View beyond Google’s own media and platforms so that advertisers and publishers can use it across all their media buys.

Image via Google