comScore opens global access to free viewability measurement

EditorNews Make a Comment

RESTON, VA, September 17 – Cross-platform measurement company comScore has extended access to its free viewability measurement solution around the globe. First announced in April, comScore Viewability has completed live testing by worldwide advertisers, agencies, publishers and ad networks, and is now broadly available.

“Free viewability from comScore is a game changer in the NZ market,” says Avalon Group NZ ceo Ryf Quail.

“Viewability is a hygienic metric – advertisers expect their ads to be seen. Now every campaign bought by New Zealand advertisers can be tagged up and monitored for no charge – this means advertisers can focus on outcomes, agencies can focus on planning and delivering great campaigns and publishers can delivery inventory that works and get paid for it.”

comScore Viewability is a self-service solution that enables clients to continuously measure digital campaigns within and across publishers and ad networks through an easy-to-use interface that reports baseline display and video viewability metrics.

Providing broad access to viewability metrics promotes trust and transparency in advertising and shifts focus toward more advanced measures of ad impact, such as in-target reach and frequency and lift in brand equity, sales, or visits to retail stores and other destinations.

comScore executive vice-president Dan Hess said: “We’re now several years into the viewability debate, yet it seems like our industry is having the same conversations while overlooking advertisers’ more critical needs.

“By offering free viewability measurement, we’re taking a stand to help marketers benefit from more meaningful metrics, such as who is truly being reached and the impact of creative and placement decisions.”

“If we’re to achieve true cross-platform measurement, we need to be confident that impressions are being measured on the same opportunity-to see basis that has been a standard for decades in television.

“By making viewability a given, we’re enabling clients to connect the dots and understand the total impact of advertising investments across both digital and TV.”

Interactive Advertising Bureau ceo/president Randall Rothenberg endorsed the move: “IAB applauds comScore for providing critical support for the digital ad industry’s viewability standard,” he said. “It is critical that this industry stop wasting time on unproductive arguments about baseline standards and start investing time on what really matters – the strategies, ideas, and executions that move hearts, minds, and wallets.”

About comScore Viewability
This uses the same measurement tag and technology as comScore validated Campaign Essentials(vCE), meaning the metrics provided in comScore Viewability will align with vCE-reported data. vCE is accredited by the Media Rating Council for both display and video viewability for impressions in desktop and mobile environments, and includes filtering of both general and sophisticated invalid traffic (IVT). comScore Viewability is not accredited at this time.

About comScore
comScore is a leading cross-platform measurement company that measures audiences, brands and consumer behaviour everywhere. comScore merged with Rentrak Corporation in 2016 to create the new model for a dynamic, cross-platform world. Built on precision and innovation, comScore’s data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behaviour at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3200 clients and a global footprint in more than 75 countries, comScore is delivering the future of measurement. Shares of comScore stock are currently traded on the OTC Market (OTC:SCOR). For more information on comScore, please visit

About the Avalon Group
The Avalon Group is a portfolio of marketing leading brands which connect marketers, business leaders, publishers and agencies with consumer insights, customer data and digital innovation to enable change and drive business growth.

Events & digital ratings brand insights brand Fresh together form The Avalon Group.

Share this Post