comScore announced an initiative to work with Google to provide independent brand safety reporting of advertising campaigns on YouTube. The new collaboration is part of Google’s efforts to provide advertisers with greater visibility into the context in which their ads appear.
comScore uses a proprietary brand safety engine that is integral to its validated Campaign Essentials (vCE) suite, a tech which continuously monitors patterns within text content to identify the brand safety of a given ad context – both in general and for specific campaigns, on both mobile and desktop platforms.
Monitoring online content for brand safety is a complex challenge, particularly in an environment that has the vast scale and growth of YouTube (…) We’re delighted to see Google taking further action to monitor and increase brand safety, and appreciate its vote of confidence in selecting comScore to be part of this initiative.
Executive VP of products comScore
comScore is a leading cross-platform measurement company that measures audiences, brands and consumer behavior everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, comScore is delivering the future of measurement.