comScore adds mobile campaign metrics for Twitter and partners with Google for ad safety reports on YouTube

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comScore has updated its validated Campaign Essentials (vCE) tool by adding campaign metrics for Twitter ads, including demographics, reach, frequency and GRPs.

Beginning in the US, the update lets Twitter advertisers measure their mobile campaigns on the social media site. The reporting tool will also be rolled out in Spain, Canada and the UK a little later this year.

Gabe Goldstein, Senior Director of Product Management at comScore, explains:

“With 70 percent of social media consumption now occurring on mobile apps, we’re pleased to add key campaign delivery metrics for Twitter mobile ads into vCE. This enhancement brings greater transparency to advertisers and agencies regarding their cross-platform campaigns, filling key gaps in the measurement of walled gardens.”

comScore has previously made some important updates to vCE including fraud protection, industry accreditations as well as expansion of global reporting and reporting for Facebook and Instagram.

Jeffery Graham, VP of market insight & analytics at Twitter, adds:

“We’re constantly looking for ways to enhance transparency in reporting. We’re pleased to be working with an independent measurement provider like comScore to provide our advertisers and their agencies with greater visibility into the performance of their campaigns.”

In addition, the company announced that it has been selected by digital media giant Google to provide independent brand safety reporting of ad campaigns on YouTube. The move follows a commitment by Google to offer enhanced visibility for advertisers.

Dan Hess, Executive VP of products at comScore explained that brand safety monitoring was challenging, especially given the 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.”