MAW has learned this week that comScore will now deliver campaign delivery metrics for Twitter ads. Demographics, reach, frequency, and GRPs will be available in the company’s “validated Campaign Essentials” (vCE), the firm’s flagship campaign measurement vehicle.
“Reporting for US campaigns will soon include measurement of Twitter ads that run on mobile devices,” reads the official word passed down. “Reporting will also be available for Spain, Canada, and UK later this year. The addition of Twitter campaign delivery metrics to vCE further underscores comScore’s commitment to driving trust and transparency in cross-platform advertising.”
This follows other advances comScore has made in the last few months, including enhancements to sophisticated ad fraud prevention, expanded reporting capabilities, and third-party accreditations.
“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,” said Gabe Goldstein, the senior director of product management at comScore. “This enhancement brings greater transparency to advertisers and agencies regarding their cross-platform campaigns, filling key gaps in the measurement of walled gardens.”
To keep tabs on all that comScore is up to, their official website is available here.