comScore's SIVT Methodology Gets MRC Thumbs Up

comScore has been awarded MRC accreditation for its Sophisticated Invalid Traffic (SIVT) detection and filtration methodology, for both desktop and mobile traffic.

comScore says the achievement makes it the first company to offer both content and campaign measurement leveraging MRC-accredited SIVT* filtration, providing consistent and filtered metrics for planning, buying, selling and evaluating digital advertising. Its vCE Audience and Ad Validation suites, Media Metrix, and Direct services are already accredited by the MRC (Media Rating Council) and SIVT can be deployed with all of these.

Six weeks ago the MRC awarded cross-platform SIVT accreditation to ad tech firm Integral Ad Science, along with viewable ad impression measurement.

Newly returned comScore EVP of Products Dan Hess (pictured) comments: 'Our research shows that 80 percent of global IVT is Sophisticated, making it essential that buyers and sellers employ advanced techniques to remove fraudulent data. This needs to happen throughout the entire campaign process - from planning through performance evaluation - for an advertiser to measure true campaign lift and ROI. Detecting and filtering Sophisticated IVT is a key part of our commitment to help clients increase the value of their audiences and advertising, and we're thrilled that the MRC has accredited our solutions'.

MRC Executive Director and CEO George Ivie says the accreditation 'demonstrates comScore's strong commitment to promoting a high quality environment for digital advertising'.

comScore boasts more than 3,200 clients in more than 75 countries, and is online at www.comscore.com .


* The MRC defines Sophisticated IVT as traffic identified through advanced analytics, multipoint corroboration, human intervention - such as hijacked devices, ad tags, or creative; adware; malware; and misappropriated content'.