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In order to leverage data to gain insights, the data must be legitimate and relevant. Campaign performance must be viewed after taking into account Invalid Traffic (IVT), brand safety, and viewability. The Verified Impression is one that has taken into account these factors.
As part of the session on Leveraging Data and Insights on the International Stage, Comscore Senior Vice President, Asia Pacific, Joe Nguyen explained how to get The Verified Impression in order to use real data to get real insights.