The FINANCIAL — comScore, Inc. announced an enhancement to validated Campaign Essentials (vCE) – now vCE 2.0 – to deliver advertising campaign insights to clients in Brazil and Mexico with increased speed and stability.
vCE 2.0 is a holistic ad and audience delivery validation solution that delivers real-time insights to improve the performance of advertising campaigns – for display, video and mobile devices. vCE 2.0 is now available in 13 markets, including Brazil and Mexico as the first countries in Latin America, according to comScore.
“This enhancement to comScore validated Campaign Essentials is a huge step to help clients improve their real-time insights and guarantee the best performance of their digital advertising campaigns on display, mobile and video.” said Alex Banks, comScore Latin America VP and Managing Director for Brazil. “Our single tag solution drastically reduces operational risks and implementation costs and allows publishers, advertisers and agencies to deliver their best based on the total and validated impressions and person-centric GRPs.”
This next generation of vCE 2.0 methodology incorporates data partners to add scalability and stability to demographic reporting, giving the market more reliable measurement for smaller campaigns and shorter flights. This enhancement will help clients answer key questions about their campaign performance, delivering cross-media comparable GRPs and enabling in-flight changes to ad delivery to ensure optimal campaign performance.
Unlike existing single-point solutions, vCE 2.0 provides an unduplicated accounting of impressions delivered across a variety of dimensions, such as ads delivered in-view, in the right geography, in a brand safe environment and absent of non-human traffic. It also evaluates the degree to which these validated impressions reached the campaign target audience, providing a true read of impressions that had the opportunity to have an impact on their intended consumer.