ComScore locks in partners for in-app measurement tool

Toronto-based Addictive Mobility is the first Canadian mobile ad tech firm on board.

ComScore announced yesterday it has launched a partnership program for its  mobile audience verification service – Validated Campaign Essentials (VCE) Mobile – to expand the measurement of mobile ads to those delivered in applications as well as browsers.

The “mobile authorized tagging partners” program gives 11 partners, including Toronto-based Addictive Mobility, the rights to measure campaigns in-app across smartphones and tablets using the VCE tool. That in turn will provide media buyers with more accurate data to plan their mobile buys.

The partners for the launch also include AdColony, Brightroll, IgnitionOne, Kargo, Kiip, Netmining, NinthDecimal, Rhythm, Run and Tremor Video.

In a statement David Kurtz, chief product officer for AdColony said that including in-app mobile video advertising in the measurement mix will provide the transparency that media buyers are looking for with mobile. Tim Avila, SVP of marketing operations, BrightRoll added that it brings the industry closer to understanding the results of campaigns across devices.

For Addictive Mobility, Naveed Ahmad, CEO, says that being part of the program validates its own in-app demographic targeting methods.

“It strengthens the efforts we’re making to bring transparency to the market,” he says. “This initiative should move the needle when it comes to increasing ad spend on mobile.”