NewscomScore Receives Accreditation For Video Viewability Measurement From MRC
comScore, Inc., a leading worldwide media measurement and analytics provider, announced that it had been granted the company accreditation for video viewability measurement in the Ad Validation suite of validated Campaign Essentials™ (vCE®) by the Media Rating Council (MRC).
comScore video viewability measurement also includes the elimination of sophisticated invalid traffic (IVT) for video ad impressions, and further expands on the solution’s current accreditation for display ad viewability, brand safety, engagement, and geography.
In addition to this accreditation from MRC, the company has integrated its video viewability measurement technology with an increasing list of partners to ensure that measurement is easily accessible across different publishers and technology providers. New partners include AOL, FreeWheel, Gannett, Brightcove, Vindico, Innovid and Videology. However, the integrations are not accredited by the MRC.
Anne Hunter, Senior Vice President at comScore was cited in this release as saying, “We are pleased to receive accreditation from the MRC for our video viewability measurement, as it underscores our continued commitment to transparency and alignment with industry standards. As video advertising becomes a larger portion of an advertiser’s budget, being able to provide our clients with our video viewability solution that is integrated into the various tools they use every day is one of our top priorities.”
George W. Ivie, Executive Director and CEO of the MRC said, “MRC is dedicated to securing audience measurement services that are valid, reliable and effective for the media industry. The Viewable Ad Impression Measurement Guidelines are aimed at providing standards for the industry to follow to ensure quality measurements for display and digital video advertising. We congratulate comScore for meeting the rigorous standards necessary to earn MRC accreditation for its video advertising measurement solution.”
