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Measurement Proves the Effectiveness of Mobile Advertising
Mobile now accounts for more than 60 percent of all digital media time spent, but there is still hesitancy from advertisers around allocating more budget to mobile ads. Typically advertisers will require substantial proof before making large-scale changes to their media strategy, which is why the ability to measure mobile advertising effectiveness is... Read more
Good News for Digital Publishers: Most Have Low Levels of Non-Human Traffic
While there’s no doubt that ad fraud and Non-Human Traffic (NHT) will continue to be a significant concern for both the buy side and sell side, there is a silver lining for publishers. For the vast majority the overall incidence of NHT on their sites is low, which means they are affirmatively delivering trustworthy inventory for advertisers. Read more
Ad Fraud and Non-Human Traffic: How Rampant is the Problem?
If you’ve read any news about digital advertising lately, chances are you have seen more than a few headlines about ad fraud and non-human traffic (NHT). It’s no secret that these issues do plague the industry, but just how rampant are they? Read more
Realizing the Promise of Programmatic through comScore Industry Trust
It’s no secret that programmatic advertising is on the rise. Spending on programmatic advertising topped $10 Billion in 2014, and that figure is expected to double in the next two years. In a perfect programmatic world, buyers would achieve better results while lowering costs, and sellers could better showcase their quality impressions and increase... Read more
GroupM, IPG, Omnicom Group and Publicis Groupe Drive Momentum for vCE in DoubleClick
In late October, we hosted a dinner in New York City alongside Google executives to celebrate our partnership with DoubleClick. In attendance were agency leaders from the major holding companies as well as brand leaders from companies like Comcast, Pfizer and Merck. Read more
Viewability and In-Target: Key Learnings for Media Buyers and Sellers
The introduction and subsequent adoption of viewability and in-target measurement wields the promise of radically improved digital campaign performance, but it has also created a variety of challenges as the industry shifts toward new standards for valuing digital media. Fortunately the digital advertising industry has shown itself to be adaptable and... Read more
As Ad Viewability Gains Importance across the Globe, ABC UK Gives comScore Stamp of Approval on Viewability Measurement
In the United Kingdom today, the Audit Bureau of Circulations (ABC) issued its first report and certification with respect to online ad viewability. We’re delighted to announce that the comScore validated Campaign Essentials™ (vCE®) Validation suite was included in this report, and that we have received the ABC’s certification. The findings of... Read more
Progressing Toward a Human GRP in Digital
Early into my tenure as comScore’s Chief Research Officer back in 2008, I argued in favor of the use of GRPs in digital measurement. It’s hard to believe now, but back then this was a controversial viewpoint among the digiterati who believed that reach and frequency-based metrics were relics of old media and had little use in the world of impressions... Read more
If a Digital Ad Falls in the Wrong Place, Does It Make an Impression?
We’re all familiar with the philosophical question, “if a tree falls in a forest and no one is around to hear it, does it make a sound?” Striking parallels to this old adage can be drawn in our industry today, where many are asking a similar question relating to the effectiveness of ads in the digital environment. In light of concerns around ad... Read more
Keeping Ahead of Non-Human Traffic: A Q&A with Brian Pugh
The media has been abuzz lately with news stories about invalid web traffic – commonly referred to as fraud – that can wreak havoc on ad campaign delivery and diminish the value of digital as a successful advertising medium. To help speak to these concerns, we thought it would be a great time to sit down with Brian Pugh, comScore’s SVP of Audience,... Read more