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comScore introduces Validated Campaign Essentials

A holistic measurement solution that validates advertising impressions and audiences reached with digital advertising campaigns

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BestMediaInfo Bureau
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comScore introduces Validated Campaign Essentials

A holistic measurement solution that validates advertising impressions and audiences reached with digital advertising campaigns

BestMediaInfo Bureau | Delhi | January 19, 2012

publive-imagecomScore has announced the launch of its Validated Campaign Essentials™ (vCE) product, a new measurement solution for validating digital ad delivery. vCE enables a holistic view of campaign delivery and a verified assessment of ad-exposed audiences via a single, third-party source. Unlike existing single-point solutions, it provides an unduplicated accounting of impressions delivered across a variety of dimensions, such as ads delivered in-view, in the right geography, in a brand safe environment and absent of fraudulent delivery. A U.S.-based vCE Charter Study involving 12 national premium brands found that, in many cases, ads are delivered but not in-view or on target and therefore never have a chance to make an impact.

“The display advertising market today is characterized by an overabundance of inventory, often residing on parts of a web page that are never viewed by the user. This dilutes the impact of campaigns for advertisers and represents a drag on prices to publishers,” said Dr. Magid Abraham, President and CEO of comScore. “Conversely, some ads below the fold are quite visible and deserve more credit. comScore's introduction of vCE signals an evolution in digital advertising that will bring greater transparency and accountability to the market. Ultimately, this type of third-party validation will help identify and appropriately price the proportion of online ad inventory that delivers value, improve buying and selling decisions, and instill more confidence and trust in the industry.”

vCE enables a comprehensive, holistic view of validated impressions, which can be expressed as 'validated gross rating points', or vGRPs. This new metric reflects measurement of ads that were not only delivered, but that had an opportunity to have an impact on consumers. Validated impressions are also the basis for vCE's campaign audience reports, which include reach and frequency, comprehensive demographics, and behavioral segments only for people with a valid exposure.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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