The advertising industry has faced unprecedented challenges during the COVID-19 pandemic, and marketers more than ever need effective campaign measurement that lets them understand the value of their ad investment – while also meeting evolving consumer privacy expectations. Against this changing landscape, Google’s Ads Data Hub has been at the forefront of creating the next generation of privacy-centric solutions for platforms like YouTube.
Comscore is committed to developing privacy-centric innovation that enables the responsible use of information. That commitment has been the driving force behind our partnership with Google over the past year to help build the next generation of YouTube measurement without third-party pixels.
Today, we are excited to announce the completion of our integration with Google’s Ads Data Hub. As the first company to complete integration for Reach in ADH, we are proud to set the stage for a future of privacy-centric YouTube and Google Video Partners measurement at Comscore.
The integration migrates all external measurement services to Ads Data Hub, ensuring measurement continuity and enhancing reporting to include YouTube mobile applications utilizing Comscore’s cross-platform panels.
Advertisers will benefit from Ads Data Hub’s ability to show cross-platform campaign performance and leverage aggregated insights from Google ad platforms. In addition, it will provide a complete view of YouTube ad campaign effectiveness across screens, while limiting access to aggregate-only, differentially-private user data, to ensure complete protection of user privacy.
Comscore emphasizes privacy across its product suite, including Validated Campaign Essentials (VCE), the holistic ad and audience delivery validation solution that provides insights to improve the performance of advertising campaigns. This is one of the key reasons why we’re so proud to have moved our measurement to Ads Data Hub. The combination of Ads Data Hub and Comscore will help our partners and clients make more informed decisions in a privacy-centric framework which allows for holistic cross-platform advertising campaign measurement.
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