Google unveils Measurement Partners scheme as part of its adtech overhaul

As part of its flagship product conference Google Marketing Platform overhaul, the online advertising behemoth has unveiled Google Measurement Partners, a roster of third-party measurement partners brands can use to verify the performance of their media spend. 
The Google Measurement Partners program consists of a roster of 23 companies, including ComScore, Nielsen, Oracle Data Cloud (and its martech platform Moat) and is geared towards helping advertisers verify that their ads are delivere