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Google unveils its measurement partners

The Google Measurement Partner badge will make it easier for advertisers to source trusted, third-party measurement providers based on Google’s qualifications

As part of its flagship product conference Google Marketing Platform overhaul, the online advertising giant has unveiled Google Measurement Partners, a roster of third-party measurement partners brands can use to verify the performance of their media spend.

The Google Measurement Partners program consists of 23 companies: Adway; Adjust; Analytic Partners; AppsFlyer; ComScore; Cyber; Data2Decisions; DoubleVerify; Ekimetrics; Integral Ad Science; Innovid; IRi; Kochava; Meetrics; Moat; Millward Brown; Neustar; Nielsen; Oracle Data Cloud; Research Now; Singular; Sizmek; Tune.

The announcement was made yesterday at its product conference where the company also unveiled a host of new ad formats powered by machine learning, and comes weeks after it announced it was dropping its iconic DoubleClick brand in favor of Google Marketing Platform.

The program has been designed to make it easier for advertisers to source trusted, third-party measurement providers. Partners were selected after meeting rigorous standards for accuracy and using reliable methodologies to measure KPIs.

Payam Shodjai, Google Marketing Platform, product management director, said that Google was striving to meet rigorous industry standards to garner trust with advertisers and added, “We’re working closely with these partners and industry bodies to ensure you have the measurement standards and tools you need to drive your business forward.”

Maria Pousa of Integral Ad Science (IAS), one of two companies selected for brand safety and one of seven selected for viewability, said, “IAS is pleased to be a Google Measurement Partner. Advertisers need to know their ads will be placed in brand-safe environments and actually be seen by real people. They also need to know who they can trust to provide the right measurement solution that allows them to plan thoughtfully and understand what’s working.”

 

 

 

 

 

 

 

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