Millward Brown and ComScore have signed a partnership to bring their digital ad metrics platforms closer together.
Valid for all markets outside the US, Canada and Taiwan, the partnership will see Millward Brown reselling ComScore's vCE and Action Lift products, with comScore providing sales referral for Millward Brown’s Brand Lift Insights. The products will also be used in combination to help provide a more comprehensive data set to brands and agencies.
“By combining the expertise of our two organisations, advertisers will have access to the best-in-class solutions to evaluate and optimise the right metrics on the impact on brand perception and consumer behavior,” said Paul Goode, SVP strategic partnerships at ComScore. “Everyone likes big numbers, but optimising campaigns for viewable impressions alone without advanced invalid traffic removal is chasing the wrong big number.”