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comScore and Kantar Partner on Global Cross-Media Audience and Campaign Measurement
Earlier today, comScore announced a strategic alliance with WPP’s data investment management division, Kantar. The alliance establishes a framework to bring the best of breed elements from the two companies – our products, technology, data assets, research panels and relationships – together to provide world class cross-platform audience and advertising... Read more
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
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
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
What Potential Does Pinterest Have as an Advertising Platform?
Pinterest first roared onto the social media scene back in 2011 as it became the new toast of tech, but much of its cachet as the new-kid-on-the-block was soon usurped by several mobile-first social media upstarts like Instagram, Snapchat and Vine. And while Pinterest may not grab the same headlines it used to, the platform has quietly and steadily... Read more
Solving the Multi-Platform Video Measurement Challenge
Technological innovation occurs rapidly, and consumers have always been quick to adapt. One area this is especially true is digital video, as mass adoption of smartphones and tablets, combined with faster 4G internet speeds have fueled explosive growth. Predictably, consumers have altered their TV viewing habits to reap the benefits of increased content... Read more
comScore in Journal of Advertising Research on Topic of Omni-Channel Retailers and the Consumer Path-to-Purchase
Marketers always have relied on consumer insights as the basis for their sales and marketing strategies. The challenge to marketers intensifies each year as the advent of digital technologies has created a fast-growing e-commerce channel while also making it much easier for consumers to conduct research and obtain the price and product information that... Read more
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
Inside A Botnet: Athena and Ad Fraud
One of the most prevalent forms of waste and fraud in today’s digital ad ecosystem is from botnets. A botnet is a network of computers infected with malware and controlled without the user being aware, typically for nefarious activities including various forms of digital ad fraud. Read more
Domain Laundering Emerges as Significant Threat in Digital Ad Ecosystem
Domain laundering, or the act of obscuring a publisher’s domain in an attempt to profit by selling low-value placements at high prices, is an emerging threat that has received recent and well-deserved attention. In what follows, we describe some of the major challenges and consequences of domain laundering, how domain laundering can be identified,... Read more