And, according to a rep, anyone will be able to access this free tool – not just ComScore clients.
ComScore said this will allow advertisers to “focus on the metrics that matter” as the initiative promotes trust and transparency in digital advertising and improves cross-media comparability.
According to a release, ComScore Viewability is a baseline offering that allows digital media buyers and sellers to measure viewability rates across display, video and mobile inventory.
“Viewability is an increasingly expected part of advertising verification, but can consume measurement budgets and displace other important campaign metrics,” ComScore said in the release. “As a result, ad effectiveness is often gauged by viewability metrics alone, even though these speak only to whether or not an ad impression is seen and not whether it made an impact.”
By enabling media buyers and sellers to measure viewability at no cost, ComScore Viewability increases clients’ ability to focus on deeper performance metrics, such as reach within geographic and demographic targets and lift in brand awareness, purchase intent, visitation or product sales, ComScore added.
“Viewability is critical, but for too long it has dominated industry discussion at the expense of other metrics that also really matter,” said Dan Hess, executive vice president of products at ComScore, in a statement. “We think it’s time to make viewability a table stake for digital advertising and move the market forward to a broader realm of more meaningful ad measurement across platforms.”
ComScore Viewability will be available globally this summer as a self-service offering.
ComScore said Viewability uses the same measurement tag and technology as ad and audience delivery validation tool ComScore Validated Campaign Essentials, which is accredited by the Media Rating Council for viewability for display and video impressions in desktop and mobile environments and includes filtering of both general and sophisticated invalid traffic. ComScore said its Viewability tool is not accredited at this time.
In the release, representatives from GroupM, the IAB, the 4As, Dr. Pepper Snapple Group, AOL Platforms, Yahoo and PubMatic lauded the effort, including Lyle Schwartz, president of investment in North America at GroupM, who said, “In order to create a total video marketplace where buyers can plan across platforms to achieve advertising goals, viewability is key to leveling the playing field between digital and TV. This new viewability solution will help expand access and use of viewability measures, allowing the industry to turn its focus back to making sure that ads have an impact."
Alison Fennah, executive business advisor at IAB Europe, added, “Establishing viewability as a baseline standard is critical to the evolution of digital advertising – it further helps bridge the measurement gap between digital and TV. By better aligning advertising across all platforms, advertisers can turn their attention back to meaningful KPIs, such as reach and frequency.”