comScore receives MRC accreditation for its mobile viewable impressions and viewability metrics

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comScore, the cross-platform audience measurement firm, has received accreditation from the Media Rating Council (MRC) for its mobile viewable impressions and viewability metrics for display and video ads within mobile web and in-app, validated Campaign Essentials.

comScore recently was accredited for its Sophisticated Invalid Traffic (SIVT) detection by the MRC. The latter offers enhanced assurance to media buyers that desktop and mobile ads will be viewed by an actual person. comScore is the first company to provide content and campaign measurement using MRC-accreditation.

Dan Hess, comScore EVP of products, explains that cross platform ad verification and mobile viewability closes the gap between devices and advertising platforms.

“We’re pleased that the MRC has accredited our mobile viewability metrics, which complements our recent accreditation for our SIVT detection and filtration practices. These accreditations underscore our commitment to providing buyers with accurate, cross-platform-comparable measures for digital and TV campaigns.”

comScore was first to roll out MRC-accredited viewable GRP for PC and video ads. The Audience module of Campaign Essentials includes reporting of digital campaign age, gender and ethnicity demographics.

George W. Ivie, MRC’s executive director and CEO, adds;

“We congratulate comScore on the accreditation of its mobile display and video viewability measurement metrics. Expanding its MRC accredited viewability metrics from desktop now to mobile clearly demonstrates comScore’s commitment to quality measurement regardless of platform, and further establishes comScore as an industry leader in promoting a superior measurement environment for the buying and selling of digital advertising.”