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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
Viewability: The Evolution of Digital Advertising: From Direct Response to Branding
Digital advertising in Australia has grown at a torrid pace. When it comes to branding, advertising on the Internet is equivalent to only 24% of Australian TV spending. The problem isn’t a lack of effectiveness; the problem is the methodology being used to evaluate their effectiveness. Read more
comScore Video Measurement Leading the Upfronts
The upfronts season is upon us and a healthy debate is ensuing about where digital video should fit into the equation. Digital video is at the center of the very real fragmentation occurring with traditional media, especially linear TV, as it is being forced to adapt to the digital paradigm, where consumers are in control of how, when and where they... Read more
Putting the Digital Advertising Future into Focus: A Q&A with Anne Hunter
Digital advertising has evolved tremendously with the advent of new technologies, the evolution of new ad formats, and a shift in the way ads are bought and sold online. The past few years alone have seen more and more branding dollars flowing to digital as the medium proved itself in being able to reach targeted audiences at scale while delivering... Read more