As many of you may have seen, the Media Rating Council (MRC) recently released an advisory on viewable impressions. The purpose of this was to educate the market about the MRC’s take on the current state of viewable impression measurement based on a recent 3MS analysis of viewability measurement vendors. 3MS has stated that the vendors included in the analysis were Comscore, Double Verify, Google, MOAT, and RealVu.
I’d like to provide some clarification and context on some of the key points raised in the advisory, especially as they relate to Comscore’s validated Campaign Essentials.
Not all viewability measurement is the same:
You must be able to measure in cross-domain iframes:
Transparency and disclosure are of paramount importance:
A number of advertisers and agencies are currently using vCE Validation to evaluate and even bill their publisher partners based on the viewability performance of the impressions for which they have contracted. Several publishers are already selling impressions based on Comscore’s viewable impressions measurement. Even more will be doing so next year.
Choosing an accredited vendor who can measure cross-domain iframes and provide fully transparent accounting of measurability is the key to moving forward with viewable impressions. As you prepare for the year ahead, I encourage you to keep the above context in mind.
As always, I am happy to answer any questions you may have and would welcome the opportunity to discuss with you the best ways to incorporate vCE into your plans for 2013. Feel free to reach out to me at firstname.lastname@example.org or via your Comscore representative.