Invalid Traffic & Viewability: What is the Cost of an Unseen Ad?
While the notion that a viewable impression is being adopted now across Europe, there is little published to date quantifying the impact that non-viewable and non-human impressions can have on campaign performance. Based on Comscore’s extensive research globally, this keynote addressed why even the best ads may never have a chance to be seen. The session explored what we can do about this challenge and the impact of using validated impression counts versus gross impression counts on branding lifts.
The speaker explained how for validating advertising and audience targeting effectiveness Comscore’s approach leverages a wide range of different data assets including panel and census data and a collaborative network of third party data partners to enable granular measurement for post campaign evaluation and pre-bid media selection.