comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, has received accreditation from the Media Rating Council (MRC) for the validation suite in comScore validated Campaign Essentials™ (vCE), which includes viewability, brand safety, in-country geographic delivery, engagement, and removal of non-human traffic.
comScore’s unique solution combines patented and patent-pending technological approaches to measuring viewability, which account for census-level ad delivery. This measurement includes certain ads delivered via cross-domain iframes, which account for a significant percentage of U.S. display ad impressions but have proved particularly challenging from a measurement standpoint. In addition, this MRC accreditation is the first of its kind based in part on the IAB Guidelines for the Conduct of Ad Verification. The validation suite of vCE applies the 3MS working definition of a viewable impression.