Google and comScore, two leaders in online advertising, announce a partnership to help web advertisers figure out in real time who is looking at their ads.

FEBRUARY 10, 2014, 7:07 PM  2 Comments

Did Anyone Look at That Ad?

By VINDU GOEL

For years, the advertising industry has been struggling to address a nagging problem: Who is actually looking at those ads on a webpage or embedded in a video?

About 54 percent of ads on the web are not seen by users, according to estimates by comScore, a leading online measurement and analytics firm.

On Monday, comScore announced a partnership with Google, the leader in digital advertising, to help advertisers figure out who is looking at their ads — in real time, while an ad campaign is going on — so brands can make adjustments on the fly and perhaps entice more people to click.

Under the deal, Google will integrate comScore’s Validated Campaign Essentials (vCE) technology for measuring ad performance directly into Google’s DoubleClick ad-serving platform.

Initially, the tools will be available to quickly measure how viewers are interacting with video and display ads on the desktop. Eventually, the partners plan to extend the measurements to mobile devices and other platforms, and they hope to persuade the broader advertising and media industries to support the technology.

“It’s going to, for the very first time, give advertisers and publishers real-time insights into whether their campaigns are delivering,” said Neal Mohan, vice president for display advertising at Google, discussing the partnership during a speech at the Interactive Advertising Bureau’s leadership conference in Palm Desert, Calif., on Tuesday.

For Google, the partnership will bring some of the real-time analysis that advertisers can get with search ads to other types of ads. The company said the deal was part of a larger effort, which Google discussed in a blog post on Tuesday, to bring more transparency to advertising.

Data on viewership of display ads, such as the banner ads that run across the top or along the side of many web pages, is typically difficult to get quickly, Mr. Mohan said in his speech. “It’s kind of like a coach giving feedback to their team after the game is lost.”

For comScore, the deal validates vCE, which helps advertisers measure viewership of ads more precisely. Advertisers, meanwhile, will get faster, easier, real-time tools to assess their ads.

For web publishers and media sites, Mr. Mohan suggested, better measurement will help them wrest more ad dollars from television, which gets about 60 percent of advertising spending even though people spend more of their time online than watching TV.

As for web users? Perhaps we will finally see more relevant, interesting ads.

 

About bambooinnovator
Kee Koon Boon (“KB”) is the co-founder and director of HERO Investment Management which provides specialized fund management and investment advisory services to the ARCHEA Asia HERO Innovators Fund (www.heroinnovator.com), the only Asian SMID-cap tech-focused fund in the industry. KB is an internationally featured investor rooted in the principles of value investing for over a decade as a fund manager and analyst in the Asian capital markets who started his career at a boutique hedge fund in Singapore where he was with the firm since 2002 and was also part of the core investment committee in significantly outperforming the index in the 10-year-plus-old flagship Asian fund. He was also the portfolio manager for Asia-Pacific equities at Korea’s largest mutual fund company. Prior to setting up the H.E.R.O. Innovators Fund, KB was the Chief Investment Officer & CEO of a Singapore Registered Fund Management Company (RFMC) where he is responsible for listed Asian equity investments. KB had taught accounting at the Singapore Management University (SMU) as a faculty member and also pioneered the 15-week course on Accounting Fraud in Asia as an official module at SMU. KB remains grateful and honored to be invited by Singapore’s financial regulator Monetary Authority of Singapore (MAS) to present to their top management team about implementing a world’s first fact-based forward-looking fraud detection framework to bring about benefits for the capital markets in Singapore and for the public and investment community. KB also served the community in sharing his insights in writing articles about value investing and corporate governance in the media that include Business Times, Straits Times, Jakarta Post, Manual of Ideas, Investopedia, TedXWallStreet. He had also presented in top investment, banking and finance conferences in America, Italy, Sydney, Cape Town, HK, China. He has trained CEOs, entrepreneurs, CFOs, management executives in business strategy & business model innovation in Singapore, HK and China.

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