Yahoo, comScore to join on online ad measurement

August 5, 2014
Yahoo says it will use comScore's verification platform to provide better data to marketers

Yahoo and the online metrics firm comScore announced plans Tuesday to work together to better measure audience reach for ads on Yahoo websites.

The move, which comes as Yahoo loses ground to rivals in online advertising, will use comScore's verification platform to provide better data to marketers.

"Brands are reaching their audiences through multiple channels and need a consistent way to measure results across their campaigns," said Eric Lange of Yahoo.

Lange added that the new service "provides advertisers with one place to buy, measure and analyze campaigns against all available data. That's something advertisers can't get anywhere else today."

While online advertising is surging, Yahoo has failed to keep pace with juggernauts such as Google and Facebook, according to analysts.

The research firm eMarketer said last month that Yahoo ad revenues fell 2.1 percent in 2013, and will grow a modest 2.7 percent this year.

But the report said Yahoo will be overtaken by Microsoft for third place in online ad revenues, behind market leader Google and second-place Facebook.

Explore further: Yahoo passed Google in US Web visitors in July

Related Stories

Recommended for you

Inferring urban travel patterns from cellphone data

August 29, 2016

In making decisions about infrastructure development and resource allocation, city planners rely on models of how people move through their cities, on foot, in cars, and on public transportation. Those models are largely ...

How machine learning can help with voice disorders

August 29, 2016

There's no human instinct more basic than speech, and yet, for many people, talking can be taxing. 1 in 14 working-age Americans suffer from voice disorders that are often associated with abnormal vocal behaviors - some of ...

Apple issues update after cyber weapon captured

August 26, 2016

Apple iPhone owners on Friday were urged to install a quickly released security update after a sophisticated attack on an Emirati dissident exposed vulnerabilities targeted by cyber arms dealers.

0 comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.