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Platform One, comScore partner to measure viewability in Japan

Platform One’s demand-side platform, MarketOne, has leveraged comScore’s validated Campaign Essentials (vCE) for digital campaign viewability measurement. comScore vCE allows advertisers to measure the in-view rate for each campaign and optimise ad delivery to improve digital advertising return on investment.

While the use of rich media ad formats for branding purposes has increased in Japan over time, an ad that is not viewable by a consumer cannot deliver its intended effect, potentially resulting in significant waste for advertisers. With this offering, Platform One’s clients utilising MarketOne will be able to measure if their ads are actually being seen by users. Furthermore, based on the measured in-view rate, advertisers can reallocate ad spend to high viewability placements, thereby increasing brand awareness and performance metrics such as click-through rate and conversion ratio.

“By working with comScore, we are now able to deliver ads with high transparency through MarketOne. We will continue to strengthen this relationship to provide our clients with more accurate ad verification,” said Norihide Akiba, CEO and President at Platform One.

“We are delighted to be working with Platform One to provide trusted, independent digital advertising effectiveness solutions to advertisers in Japan. comScore vCE will be able to help MarketOne clients understand their campaigns’ effectiveness in terms of viewability of their ads and ad placements, enabling them to deliver stronger performance and make decisions to improve the effectiveness of their digital advertising spend,” said Joe Nguyen, Senior Vice President, Asia Pacific at comScore.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.