ComScore launches free ad viewability tool
Digital metrics company ComScore has launched a new tool offering brands free data on whether their online ads are actually being viewed.
The ComScore Viewability service, which was revealed overnight, claims to allow brands to understand whether their online and video ads are actually viewable on desktop or mobile.
The question of viewability has emerged in recent months as a key one for marketers keen to better understand whether their digital budgets are being spent wisely.
“Viewability is critical, but for too long it has dominated industry discussion at the expense of other metrics that also really matter,” said Dan Hess, executive vice president of products at ComScore in a press release.
He added: “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.”
The product will becomes available around the world this northern summer as a free, self-service offering.
Publishers and app developers may need to instal or add ComScore code to their sites in order to be covered by the offering.
The move by ComScore creates a disruption to the market also occupied by several digital players including Moat Analytics and IAS who charge for similar products.
June’s Mumbrella360 conference in Sydney will include a session on viewability, which featuring a presentation from global viewability expert Hugo Drayton, boss of the UK-based InSkin Media offering marketers actionable insights on how to get to grips with viewability.
Drayton’s presentation will be followed by a discussion featuring Vijay Solanki, boss of the Interactive Advertising Bureau, which is the voice of the digital industry; OMD Sydney MD Yvette Mayer in one of her first industry appearances since returning to Australia from the US; and Nine’s chief digital and marketing officer.Alex Parsons.
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Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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interesting they leave out that this free offering is not MRC accredited.
More interesting that mumbrella didn’t ask.
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Are you sure about that Fine Print.
According to the MRC website at http://mediaratingcouncil.org/.....rvices.htm
comScore
· comScore Direct (Census Page Requests, Unique Cookies, and Filtered Unique Cookies)
· Media Metrix
· Validated Campaign Essentials (vCE): Accreditation applies to vCE-Validation and vCE Audience 2.0 modules (Desktop Only), including Display and Video Ad Viewability metrics (including Mobile Web and Mobile In-Application), Ad Verification functions (alerting and blocking), GRPs, demographics (Age, Gender and Behavior-Based Ethnicity only), and validated GRP and Unique Visitor metrics based on filtered viewable impressions
· Sophisticated Invalid Traffic Detection and Filtration within vCE and Media Metrix (Desktop & Mobile Web)
But to me the question is why they are giving it away? Do they really value it at zero? Weirdsville.
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The free viewability is not accredited. To get the accredited product you will have to pay.
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