2025 State of Programmatic Report
To better understand issues associated with display ad delivery and validation, Comscore conducted a groundbreaking charter study with 12 of the world’s leading marketers. The eye-opening findings from this vCE Charter Study help to pave the way for a more accurate measure of campaign delivery that relies on validated impressions, rather than served, or gross, impressions, which are currently the established currency for online ad measurement. Ideally, this research will help to promote the broad adoption of new standard measures that reflect the true delivery of a campaign and generate greater visibility and transparency across the industry and across media