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The cross-platform measurements firm announced in a release that the comScore Viewability tool will be made available this summer, allowing advertisers around the world to measure viewability rates across display, video and mobile.”Viewability is an increasingly expected part of advertising verification, but can consume measurement budgets and displace other important campaign metrics” the company said.”As a result, ad effectiveness is often gauged by viewability metrics alone, even though these speak only to whether or not an ad impression is seen and not whether it made an impact.”The statement went on to explain that the comScore Viewability tool uses the same tag and technology as comScore validated Campaign Essentials (vCE), which meet the Media Rating Council’s definitions for ad viewability.As such, the announcement garnered wide support from industry practitioners, including the Interactive Advertising Bureau, which has been pushing hard for improvement in the digital advertising landscape.
