In some ways, it would seem like large brand advertisers could obtain measurement insights going publisher-direct with companies like Yahoo and Google proverbially baking those metrics right into the ad serve. As Yahoo puts it, marketers can "set up measurement for their campaigns in one simple step and skip the labor-intensive tagging process."
Initially, there was some uncertainty around how many brands would renew their existing commitments to prior ComScore Validated Campaign Essentials relationships or what effect the Yahoo and Google deals would have on future revenue potential, all points that arose on the Q2 earnings call.
However, Matta said “clients (like P&G) have renewed their initial business with us [and we expect to] then get additional revenue from Yahoo and Google. … [Customers] want to work directly with comScore in a relationship, but they will also benefit from working directly with both Google or Yahoo and in some cases they’ll work with both."
So what does the marketer get as a result of the comScore-Yahoo-Google (and soon to be more, as 100-plus publishers are in the process of mobile vCE certification) trifecta? In short, more and better audience. ComScore claims it leverages 1.6 billion demographic profiles globally.
“Those are demographics (on age and gender) we get from users of both Yahoo and Google properties (Tumblr and Gmail among them) that’s 100% privacy-compliant with no personally identifiable information on them,” Matta said. “[With] vCE, we’re not reliant on one source of demographic. Some come from Google, Yahoo or other data partners we have relationships with.”
ComScore then “blends” that demo data together and decides, as an independent third-party, what is the best demographic source to rely on for any individual viewing that campaign? Some of those segments consist of offline behaviors such as “this many people have the tendency to buy ‘x’ product in-store” via comScore’s existing offline data partners Acxiom, Epsilon and Batanga Media. With Yahoo and Google demo data, “we want to add to this at scale.”