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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