Dive Brief:

• Yahoo has announced it is the first publisher to fully integrate comScore's validated Campaign Essentials into its ad buying and reporting platforms. 
• Through Yahoo's unified system, advertisers can now ensure and verify audience delivery for both direct and programmatic buys, as well as video and display ads. 
• The addition of vCE allows advertisers to track one common metric across channels. 

Dive Insight: 

Yahoo is hoping to lure in advertisers by offering them a kind of trustworthy metrics similar to TV. While TV advertising isn't perfect, it has been around long enough that it can offer more certainty when it comes to audience delivery and measurement. By integrating comScore's vCE, Yahoo is offering a piece of that to its advertisers — something that might work to draw more in.