Comscore recently announced the release of Validated Campaign Essentials (vCE), a product designed to validate digital ad delivery. The measurement solution provides a view into campaign delivery and a “verified” assessment of ad-exposed audiences.
Unlike other solutions, vCE provides an account of impressions delivered across a variety of dimensions – for example, are ads delivered in-view, in the right geography, in a brand safe environment and absent of fraudulent delivery. A U.S.-based vCE Charter Study involving 12 brands found that while ads are being delivered they are not always “in-view” or worse “on target” resulting in never having a chance to make an impact on the user.
“The display advertising market today is characterized by an overabundance of inventory, often residing on parts of a web page that are never viewed by the user. This dilutes the impact of campaigns for advertisers and represents a drag on prices to publishers,” said Dr. Magid Abraham, President and CEO of comScore.
“Conversely, some ads below the fold are quite visible and deserve more credit. comScore’s introduction of vCE signals an evolution in digital advertising that will bring greater transparency and accountability to the market. Ultimately, this type of third-party validation will help identify and appropriately price the proportion of online ad inventory that delivers value, improve buying and selling decisions, and instill more confidence and trust in the industry.”