comScore Gains MRC-Accredited Viewable GRP 'First'

The Media Rating Council (MRC) has accredited the Audience module in comScore's vCE 2.0 tool. Now, with both its Audience and its Validation modules accredited, the firm claims to be the first to offer an MRC-accredited viewable GRP for desktop display and video campaigns.

vCE (validated Campaign Essentials) was introduced in 2012, to measure whether online ads have been delivered and whether they have reached their target audience. Two years later, comScore was granted continued MR accreditation for its vCE suite, including its measure of online ad 'viewability'. According to CRO Josh Chasin (pictured), with both the Audience and Validation modules now accredited, this marks the first time buyers and sellers have available an MRC-accredited campaign audience measurement tool that provides campaign validation - including viewability - and demographic GRPs (gross rating points) from a single tag.

George Ivie, CEO and Executive Director of MRC, comments: 'We congratulate comScore on this significant achievement, and are pleased that the Audience 2.0 component of vCE now joins the company's vCE Validation module as having earned MRC accreditation. MRC accreditation provides advertisers and their agencies with increased confidence that the tools they are using to plan, execute and evaluate campaigns are methodologically sound so that they can achieve their brand goals'.

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