comScore’s new validated Campaign Essentials product is a step forward in addressing several fundamental issues surrounding the current state of counting online ad impressions. comScore’s introduction of validated ad impressions and vGRPs is aligned with the 3MS recommendations of moving the industry to a viable impression standard. vCE is an innovative solution that adds a level of transparency that is welcomed.
The industry has needed a measurement that enables marketers to compare across media seamlessly for some time. Furthermore, marketers need to be held accountable for delivering quality, reliable impressions that engage the right audience, in the right geography, within brand-appropriate content. comScore’s vGRP proposes to solve for both of these current painpoints.
At Kellogg’s we are continually seeking to improve the overall effectiveness of every media dollar spent. Key to enabling our decisions is understanding who each impression reaches, how visible our ads are, and where the greatest efficiencies exist. Being able to validate our media delivery through a single source with vCE creates opportunities for both near real-time optimizations as well as enhanced future planning.
It is critical that we can understand the extent to which ads delivered on our sites are actually viewed by the intended audience. This type of insight allows us to improve our relationships with consumers and our advertising partners. comScore vCE is a welcome innovation, and I am particularly excited about how this measurement solution can help us optimize our site content and the advertising that we deliver on it.
Understanding the delivery of our ad placements is essential to our business so that we can maximize the impact of our clients’ campaigns. comScore validated Campaign Essentials gives us quick, insightful and comprehensive measurement of every aspect of ad delivery, which allows us to provide superior transparency into the delivery of RTB investments.
validated Campaign Essentials (vCE)是一个全面的广告传送验证方案，提供深刻的宣传活动见解，实时报告以及日常提醒，用于方便、有效地进行宣传活动管理。
它同时也评估经确认的广告展现在何种程度上触及宣传活动的目标受众。对于持续性的端对端报告，validated Campaign Essentials使用和comScore MMX®相同的数据，媒体规划中的行业标准。