comScore's vCE Gets MRC Thumbs Up

Digital measurement firm comScore has been granted continued Media Rating Council (MRC) accreditation for its validated Campaign Essentials (vCE) suite, including the recently added measure of online ad 'viewability'.

Launched two years ago, vCE provides an unduplicated count of impressions delivered, and takes account of different definitions / degrees of delivery. The new MRC accreditation includes the tool's 'viewability' component, while its non-human traffic (NHT) detection practices were also reviewed by the MRC.

George Ivie, MRC's Executive Director and CEO, comments: 'We reviewed vCE - Validation in the context of MRC's plans to strengthen and modernize industry requirements around non-human traffic detection processes in digital advertising measurement, and came away highly impressed with comScore's advanced approach in this key area.'

Web sites: www.comscore.com and www.mediaratingcouncil.org .