Comscore Receives ABC Certification for Online Ad Viewability

Comscore vCE Among First Solutions Certified for Viewability Measurement in the UK

London, UK, 19 November, 2014 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today received certification from ABC (Audit Bureau of Circulations) for its viewability measurement in validated Campaign Essentials™ (vCE®). This certificate provides transparency on the capability of Comscore’s viewability measurement product, helping advertisers and agencies make a like-for-like comparison during measurement vendor selection.

“We are honoured to be named a certified viewability measurement provider by ABC in their inaugural viewability certificate programme,” said Mike Read, SVP and Managing Director for Comscore in the UK. “Receiving ABC certification across a rigorous set of viewability standards demonstrates our commitment to deliver transparent measurement solutions that help build greater confidence and trust that an ad has an opportunity to be seen and therefore an opportunity to make an impact. As advertisers increasingly demand a move from ‘served’ to ‘viewable’ impressions for digital ad trading, trust and transparency in measurement will be critical for the entire ecosystem.”

To enable the growth of brand advertising online, the digital ad industry is seeking to increase transparency and trust through the reporting of valid impressions that are viewable by the target audience and free from non-human traffic, in order to provide measurement of human GRPs rather than gross served impressions. vCE is a holistic ad and audience delivery validation solution that provides an unduplicated accounting of impressions delivered across a variety of key dimensions, including target audience (demographics), viewability, non-human traffic, brand safety, geography and engagement.

vCE measurement is enabled through the use of a single ad tag, which not only provides campaign efficiencies for both media buyers and sellers, but also enables de-duplicated reporting of delivery across all key dimensions, such as in-target and in-view. vCE insights are delivered throughout the course of the campaign, enabling effective in-flight campaign management, optimisation and evaluation to eliminate waste and improve overall delivery outcomes.

Congratulations to Comscore for completing their viewability product testing,” said Jerry Wright, ABC, Chief Executive. “Their ABC certificate clearly shows how their product performs against the industry-agreed JICWEBS principles for viewability. This will provide the transparency and reassurance advertisers need to invest further in online media.”

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximise the value of their digital investments. For more information, please visit

About ABC
ABC inspires confidence in the market across the media world by delivering a valued ‘stamp of trust’. ABC underpins the way billions of pounds worth of advertising budgets are traded across the converging media landscape in the UK and beyond.  It has two roles:

  • To bring the industry together to agree standards that define media measurement and determine best practice.
  • To offer independent audit and compliance services, delivering certification which verifies that data and processes meet the industry-agreed Reporting Standards.

ABC is governed by the industry, for the industry. ABC’s board consists of advertisers, media agencies, media owners and trade bodies.  They represent the differing interests of the media industry and meet regularly to agree new standards and make strategic decisions as to how ABC is run. With Board consensus, ABC has the ability to provide certification for any platform. As advertising platforms develop, ABC continually innovates and evolves to ensure its portfolio of products and services delivers to the media industry’s needs.

ABC UK was established in 1931 and is a founder member of the International Federation of ABC (IFABC), of which ABC UK CEO, Jerry Wright, is president.  Richard Foan, Group Executive Director of Communication & Innovation, ABC UK, also chairs the IFABC Web Standards Group, which works to deliver global standards and establish digital good practice across the world.
For further information please visit or contact David Cohen or Isabel Napier-Wilson at Eulogy! on 0203 077 2000/

Sarah Radwanick
Director, Regional Product Marketing
Comscore, Inc.
+44 (0) 20 7099 1784