Today comes news that mParticle, a leading customer data platform, will work with comScore to make it easier for publisher clients to deploy comScore’s audience and advertising measurement solutions through the mParticle platform.
The partnership means that mParticle will be able to offer a certified path for customers to implement the comScore SDK that effectuates both audience and advertising measurement with minimal development resources.
“The most important initiative on nearly every media company’s agenda in 2017 is to synthesize data and measurement across mobile and connected devices,” explained Adam Biehler, the Head of Partnerships at mParticle. “We are thrilled to work with comScore to make it easier for leading publishers to improve third-party measurement without the complexity of deploying and maintaining multiple SDKs.”
Now customers who are clients of both mParticle and comScore can take full advantage of the SDK integration.
“Customers can log into the mParticle platform, easily configure comScore settings and begin gleaning insights about their app users within minutes, providing a holistic, cross-platform view of their audiences,” according to a statement emailed to MAW.
Senior vice president at comScore Nick Tabbal believes the integration will greatly help the industry.
“With mobile apps approaching 60 percent of overall time spent on digital devices, and with 18-24 year olds spending as much as 73 percent of their digital time in apps, quality app measurement is more critical than ever for brands and publishers,” Tabbal said. “We are excited to work with partners like mParticle to help the industry remove development barriers, break down data silos and better understand the behavior of their cross-platform audiences.”