- November 19, 2014

As Ad Viewability Gains Importance across the Globe, ABC UK Gives Comscore Stamp of Approval on Viewability Measurement

Josh Chasin
Josh Chasin
Chief Research Officer

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 the ABC report, coupled with our continued accreditation by the Media Rating Council of vCE Validation in the US, serve to underscore Comscore’s commitment to providing the industry with the transparency necessary to make informed decisions about viewability providers.

It is also gratifying to note that the ABC report validates Comscore’s commitment to excellence with respect to measurement and detection technology, across a broad range of browsers and circumstances. As you can see, we think the results speak for themselves:

As digital advertising marketplaces around the world migrate to the viewable impression as currency of exchange, the fact that different measurement providers might report differing results has become a pain point for both buyers and sellers. Not all providers are created equal—indeed, not all certified providers are created equal-- and as the share of ad budgets allocated to digital media continues to grow, it is imperative that buyers and sellers have available to them all the information necessary to make an informed decision about which provider to use. It is also critical that buyers and sellers align around high quality providers—because as we all know, measurement matters, and measurement quality matters.

That’s why third-party auditing, accreditation, and certification are so important. Measurement provider transparency serves to remove uncertainty from the process of evaluating provider solutions. We applaud ABC for this initiative, and for making the results available in a simple but comprehensive fashion.  We urge you to read the ABC report, not just about Comscore, but about the other providers included. And we urge you to continue to demand and support transparency in the measurement ecosystem.