Comscore Gets First Mobile Web Viewability Certification

The ABC (Audit Bureau of Circulations) has confirmed that Comscore's validated Campaign Essentials (vCE) solution is the first product to receive certification for mobile web viewability, including for both display and video.

Launched in 2012, vCE is an ad and audience validation solution that provides real-time insights to improve the performance of advertising campaigns across display, video and mobile devices. The solution was developed to provide validated and unduplicated accounting of impressions, including ads delivered in-view and in brand-safe environments, absent of invalid traffic, and to the intended target audience.

As part of the audit process, ABC tested and verified that vCE performed across mobile-specific behavior such as scrolling and watching mobile videos, and confirmed that vCE counts viewable impressions in mobile web environments. In 2017, Comscore became the first company to receive ABC certification for a video viewability measurement within the vCE.

Commenting on the latest news, ABC CEO Simon Redlich (pictured) said: 'The industry is looking for reliable third-party measurement that itself has been independently verified, and we're delighted that our auditing services against the JICWEBS Viewability Principles are helping to build trust in this way. We congratulate Comscore on becoming the first company to have a product audited for viewability in our mobile environment.'

Web sites: www.abc.org.uk and www.comscore.com .