DoubleVerify and Comscore are combining two key data sets for marketers’ TV advertisements — a verification/viewability metric and audience measurement.

The joint cross-platform measurement product will combine DoubleVerify’s Authentic Ad metric — which verifies that ads are viewed by a real person in a brand-suitable environment — with Comscore Campaign Ratings, an audience measurement product offering deduplicated reach and frequency across TV, connected TV, desktop, and mobile.

“Digital fraud, conflicted verification solutions and growing identifier friction are challenging traditional measurement,” said Mark Zagorski, chief executive officer of DoubleVerify, in a statement.

Three key areas that TV marketers are increasingly focusing on, according to Bill Livek, chief executive officer of Comscore, are accurate deduplicated audiences measures, adjusting to rapidly growing streaming platforms, and dealing with increasing privacy standards.

The joint product allows advertisers to view campaign results across platforms — free of invalid traffic, with the intended geography, as well as in the targeted brand environment.

The combined cross-platform measurement tool will launch early in the second quarter of 2022 for a select group of advertisers.

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The new data tool combines DoubleVerify’s Authentic Ad metric, which verifies that ads are viewed by a real person in a brand-suitable environment, and Comscore Campaign Ratings, an audience-measurement product offering deduplicated reach and frequency across TV, CTV, desktop, and mobile.