Blog

Search and Filter

Viewability
Blog Jul. 15, 2016 | Share

Premium Publishers Drive Much Higher Brand Lift, Particularly Mid-Funnel

Premium Publishers Drive Much Higher Brand Lift, Particularly Mid-Funnel

comScore recently conducted research examining the branding effectiveness of digital display and video ads appearing on Digital Content Next (DCN) member sites compared to non-member sites. DCN is a consortium of digital publishers whose brands have a direct relationship with the consumer and therefore are more likely to be household names and are generally... Read more

Blog Jul. 8, 2016 | Share

comScore in Journal of Advertising Research on How Marketers Can Minimize Losses Caused by Bogus Web Traffic

comScore in Journal of Advertising Research

In the following article entitled “Fraud in Digital Advertising: A Multibillion-Dollar Black Hole,” comScore Co-Founder and Chairman Emeritus Gian Fulgoni identifies a variety of creative and sophisticated ways for smart marketers, faced with the challenges of digital ad fraud, to ensure they can still reach their target segments in a cost-effective... Read more

Blog Apr. 4, 2016 | Share

Sophisticated Detection Techniques Essential for Uncovering Majority of Invalid Traffic for Digital Ads

Sophisticated Detection Techniques Essential for Uncovering Majority of Invalid Traffic for Digital Ads

The top online display advertisers deliver hundreds of billions of impressions every year. Unfortunately, more than half of the ad impressions served – 52 percent – never have the chance to make an impact because they’re either not viewable or not delivered to a human. Read more

Blog Mar. 10, 2016 | Share

comScore in Journal of Advertising Research on How to Distinguish “Valuable” from “Nice to Know” Among Measures of Consumer Engagement

comScore in Journal of Advertising Research on How to Distinguish “Valuable” from “Nice to Know” Among Measures of Consumer Engagement

In the following article entitled “In the Digital World, Not Everything That Can Be Measured Matters” comScore Co-Founder and Chairman Emeritus Gian Fulgoni identifies the metrics that matter to marketers’ return on advertising investment (ROI) versus those that either are nice to know or downright misleading. The article was recently published... Read more

Blog Feb. 5, 2016 | Share

Warc Webinar: 5 Digital Marketing Lessons from comScore

This past week I had the pleasure of presenting on a webinar for WARC (the U.K. based “World Advertising Research Center”) on the topic of “Lessons Learned in a Digital Marketing World”. I discussed several of the fundamental lessons that we’ve learned at comScore over the years about digital marketing effectiveness and the metrics that matter. Read more

Blog Apr. 15, 2015 | Share

Non-Human Traffic: Why it Matters and Why You Should Care

Chances are you already know that ad fraud and non-human traffic (NHT) are big issues. But you may not know just how much NHT impacts every other performance and effectiveness metric you use to demonstrate success. If you aren’t taking NHT out of your measurement – including viewability and in-target numbers – your KPIs are infected and your results... Read more

Blog Apr. 13, 2015 | Share

The Effect of Non-Human Traffic on Your Ad Campaign’s ROI

This is the first in a series of blog posts on combating the industry issues of ad fraud, non-human traffic and viewability. These posts will break down key impacts to the advertising ecosystem and share how comScore is leading the way in tackling these issues so that media buyers and sellers can stay ahead of the fraudsters. Read more

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