GroupM's programmatic and media platform, Xaxis, has become the first Asia-Pacific player to utilise the comScore and The Trade Desk integration platform to measure digital campaigns performance.
ComScore is a global media measurement and analytics company, which has a global tie-up with buy-side platform The Trade Desk and the pair have extended their partnership to now encompass Xaxis in this region.
This integration makes metrics such as in-target delivery, reach/frequency, gross rating points, ad viewability, invalid traffic and geographic delivery easily available, the independence of the process enhancing the clarity of reporting.
“The comScore-The Trade Desk integration is a big step forward in combining ad delivery and ad effectiveness measurement into a seamless, scalable process. As a leader in the programmatic space, we eagerly support this streamlined workflow not only to increase efficiency but also to accelerate campaign optimisation for our clients," said Xaxis Asia Pacific CEO Michel de Rijk.
ComScore's Asia Pacific senior vice president Joe Nguyen said the data will be available in 12 Asia-Pacific markets, from a total of 25 countries worldwide.
“This workflow integration will provide clients with the key metrics they need to evaluate daily campaign performance. By making these vCE metrics available in programmatic environments like The Trade Desk, advertisers and agencies can seamlessly evaluate the impact of their advertising spend," added Nguyen.
The Trade Desk innovation vice president Mike Davis also praised the partnership.
“Our clients will benefit from the comScore vCE integration, which will allow them to have access to independent and more robust campaign metrics, giving them greater confidence as to whether they are meeting their campaign goals," said Davis.
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