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Google signs brand safety accord with ComScore to provide third-party measurement

Google has announced a deal with ComScore to provide independent verification that its inventory is brand safe.

The deal was announced April 5 with the pair claiming the tie-up will provide “independent verification to provide advertisers with trusted and transparent reporting of YouTube”, this means that brands booking media slots on the service can use ComScore’s validated Campaign Essentials (vCE) suite to assess whether or not content their ads will be served next to is appropriate.

The technology performs this task by continuously monitoring patterns within text content to identify the brand safety of a given ad context – both in general and for specific campaigns, on both mobile and desktop platforms.

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