SINGAPORE – Xaxis, a WPP-owned digital media buying arm, is the first agency in Asia Pacific to measure digital campaign performance using the comScore-The Trade Desk integration platform.
The platform plugs in the comScore validated Campaign Essentials, a propriety ad and audience metrics tool, within The Trade Desk’s buying platform, allowing media buyers to evaluate the impact of their advertising spend.
comScore’s digital campaign insights are now integrated with programmatic environments in Asia, Australia, Canada, Europe and the US, letting clients keep track of key performance indicators such as in-target delivery, reach/frequency, GRPs, ad viewability, invalid traffic (IVT) and geographic delivery.
“We’re delighted with this partnership which provides both of our clients such as Xaxis with access to comScore’s independent campaign metrics in The Trade Desk’s buying platform in more than 25 countries globally, including 12 Asia-Pacific markets,” said Joe Nguyen (pictured), Senior Vice President, Asia Pacific at comScore.
“The Xaxis platform is about reaching and engaging audiences at scale in an efficient manner,” said Michel de Rijk, CEO, Asia Pacific at Xaxis.
“The comScore-The Trade Desk integration is a big step forward in combining ad delivery and ad effectiveness measurement into a seamless, scalable process.”
