Speaking at the IAB Annual Leadership Meeting in California, Google’s VP of display adverting Neal Mohan said the metric would be built directly into the DoubleClick ad server that publishers and marketers use to deliver their ads.

It will be available in the US later this year for desktop-based display and video ads, but the partners plan to eventually expand the service for mobile and cross-platform campaigns.

“Upon the completion of its development, comScore and Google plan to jointly seek MRC accreditation for the service,” the companies said in a statement, adding that “comScore will continue to offer vCE independently of the DoubleClick platform as well”.

VCE measures whether internet users have a chance to see the digital ads that are served to their computers.

Serge Matta, comScore president, said: “This partnership is much more than a simple technology integration between two industry-leading companies. It allows us to radically simplify digital media buying for the industry, while enhancing quality and accountability. This directly addresses many of the everyday challenges that prevent our clients from investing further in digital.”