Blog

Search and Filter

Ad Impressions United States
Blog Mar. 20, 2015 | Share

The Dress: A Case Study of Flash Crowds and Invalid Traffic

On Feb 26, 2015 a photo of this dress was posted to Tumblr. The author asked other visitors to help resolve a friendly dispute about whether the dress was white-and-gold or black-and-blue. Controversy about the perceived colors in the picture drew sudden and intense interest. It was just before nightfall in the U.S. Fifteen hours after the initial post,... Read more

Blog Feb. 11, 2015 | Share

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

Blog Feb. 6, 2015 | Share

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

Blog Feb. 4, 2015 | Share

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

Blog Jan. 22, 2015 | Share

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

Blog Dec. 9, 2014 | Share

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

Blog Dec. 4, 2014 | Share

Viewability and In-Target: Key Learnings for Media Buyers and Sellers

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

Blog Nov. 19, 2014 | Share

As Ad Viewability Gains Importance across the Globe, ABC UK Gives comScore Stamp of Approval on Viewability Measurement

ABC Certification comScore

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

Blog Nov. 3, 2014 | Share

Progressing Toward a Human GRP in Digital

Josh Chasin

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

Blog Jun. 10, 2014 | Share

If a Digital Ad Falls in the Wrong Place, Does It Make an Impression?

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