"Ultimately brands are looking to engage with their consumers,
build new relationships with consumers -- wouldn't it be great if
you actually gave them the tools to be able to do that and optimize
their campaigns towards those goals that they really care about,"
said Google VP display advertising Neal Mohan in an interview with
Ad Age.
The announcement signifies yet another big push by Google to get
brand dollars flowing through its technology. As
Ad Age reported last week, the company has been working to
bring brands budgets into its programmatic technology by curating
top tier publisher inventory in "custom brand exchanges."
Advertisers such as GM, Burberry and Disney have participated.
Mr. Mohan said the integration will largely be used by those
working in DoubleClick's Campaign Manager tool, but it
could also be useful to publishers looking to course correct
campaigns that are not delivering to the right audiences. The
upgrade is significant when compared to the products' previous
functionality, which allowed users to monitor these metrics only by
pulling reports after the fact.
When asked why Google partnered with comScore as opposed to
Nielsen, which has partnered with Facebook, but Mr. Mohan gave
little insight into what drove the decision. "This announcement is
a deep technology integration with comScore that we're very excited
about, but it doesn't mean we're not going to work with other
partners," he said.
Google, of course, has its own measurement capabilities, but Mr.
Mohan said the company is content to lean on partnerships in this
case. "Measurement needs to be something that all of us in the
industry need to work together on," he said. "It can't be something
that we work on in isolation."
