comScore, which made its viewability measurement system free to advertisers in the U.S. in April, said it has expanded free access worldwide to marketers, agencies, publishers and ad networks.
The comScore viewability measurement system continuously measures digital campaigns and reports baseline display and video viewability metrics.
Viewability is a big issue to online advertisers who have found that they are paying for ads that occupy a small fraction of screens or at the bottom of long pages or on pages that are covered by other material.
Related: comScore Committee Conducting ‘Long-Term Strategic Review’
"We're now several years into the viewability debate, yet it seems like our industry is having the same conversations while overlooking advertisers' more critical needs," said Dan Hess, executive VP of products at comScore. "By offering free viewability measurement, we're taking a stand to help marketers benefit from more meaningful metrics, such as who is truly being reached and the impact of creative and placement decisions."
"If we're to achieve true cross-platform measurement, we need to be confident that impressions are being measured on the same 'opportunity to see' basis that has been a standard for decades in television," Hess continued. "By making viewability a given, we're enabling clients to connect the dots.
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.
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