Platform One will use ComScore technology—Validated Campaign Essentials (VCE)—for its demand-side platform MarketOne to assist digital campaign viewability measurement, according to a statement from ComScore.
Platform One provides trading platform development and operation, buying and selling of digital advertising space, and other advertising technology-related services.
The aim of the partnership is simple: to enable Platform One clients to know whether consumers are actually seeing their advertising. A lack of such transparency remains problematic in Japan, as it does in many Asia-Pacific markets.
Platform One president and CEO Norihike Akiba said in the statement that his company was “now able to deliver ads with high transparency”.
Based on metrics, advertisers will in theory be able to reallocate spending to higher viewability placements, according to ComScore.
In the statement, Joe Nguyen, the company’s SVP for Asia-Pacific, said the technology “will be able to help 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”.