With ad fraud remaining a top concern for digital advertisers, comScore has announced it will be offering a free viewability measurement tool that will enable digital media buyers and sellers to measure the metric across display, video and mobile inventory.
By enabling media buyers and sellers to measure viewability at no cost, the new comScore Viewability offering (reportedly available late summer 2017) should help increase and improve its 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.
"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. "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."
