comScore to Measure Viewability for Free

comScore is to offer a free viewability measurement service, with data for display video, and mobile inventory compatible with metrics from its flagship vCE service.

From this summer, the comScore Viewability self-service offer will provide baseline reporting metrics delivered through a redesigned user interface. This offering uses the same measurement tag and technology as comScore's Media Rating Council-accredited validated Campaign Essentials (vCE), which means the metrics provided in comScore Viewability will align with vCE-reported data.

The firm says the no cost offer will allow clients to focus on 'deeper performance metrics', such as reach within geographic and demographic targets and lift in brand awareness, purchase intent, visitation or product sales. Randall Rothenberg, CEO of the IAB, applauds the initiative, suggesting that it's time for the entire marketing-media ecosystem to accept the MRC standard for viewable impressions, and move on to more productive innovations, including agreement on how to measure cross-media audiences and engagement.

Dan Hess (pictured), comScore EVP of Products, adds: 'Viewability is critical, but for too long it has dominated industry discussion at the expense of other metrics that also really matter. We think it's time to make viewability a table stake for digital advertising, and move the market forward to a broader realm of more meaningful ad measurement across platforms'.

Web site: www.comscore.com .