ComScore, Yahoo Team Up To Expand Global Access To Ad Measurement

(RTTNews) - comScore, Inc. (SCOR) and Yahoo! Inc. (YHOO) said Monday that they are partnering to simplify the digital ad buying and measurement process for marketers around the world.

The partnership will provide advertisers with access to comScore's validated Campaign Essentials metric through Yahoo's ad serving and reporting tools, delivering TV-comparable metrics for video, display and mobile ad campaigns that reach audiences on Yahoo and across the web.

The integrated solution simplifies the digital advertising experience for marketers in a number of ways. Advertisers will be able to set up campaigns without the labor-intensive tagging process. Then, once a campaign is live, advertisers will be able to access near real-time reports on audience reach to better adjust and optimize their campaigns.

The solution will first be available on display and video buys for U.S. advertisers this summer, with plans to offer on mobile buys, as well as be available to international advertisers in later phases of the partnership.