MRC Approves Comscore Facebook Video Viewing Product

Comscore has earned Media Rating Council (MRC) accreditation for its integrated viewing product for video on Facebook.

The firm offers 'viewability' on Facebook as a free, self-service measure of viewing across display, video, desktop and mobile on Facebook and Instagram. Along with validation technology, this provides real-time third-party measurement and in-flight optimisation for Facebook ad campaigns.

The MRC accredited metrics include video impressions served in Facebook mobile web and mobile app, and Instagram mobile app newsfeed placements. The viewing tool allows all advertisers to measure campaign video viewing based on the MRC Viewability Standard, across Facebook's family of apps.

MRC Executive Director George Ivie (pictured) comments: 'Advertisers rely on independent third-party products and solutions such as Comscore's integrated video viewability measurement service for Facebook's and Instagram's newsfeed placements. This accreditation provides them with important assurances that the measurements reported by Comscore based on its integration with Facebook's first-party data feed meet MRC's rigorous requirements for video viewability'.

Web site: www.comscore.com .