comScore Expands vCE Mobile Demographic Reporting

comScore has expanded the mobile demographic reporting capabilities in its validated Campaign Essentials (vCE) service, in Canada and the UK.

Launched in 2012, vCE measures whether online ads have been delivered and whether they have reached their target audience. comScore says the addition of demographic data partners, including recently-added Spotify, brings mobile advertising into alignment with vCE's current offer for desktop display and video campaigns.

The new release provides media buyers and sellers with a more complete view of a campaign's total digital delivery, as well as an understanding of incremental reach, frequency and GRPs gained from mobile. Combined with the validation metrics already available in vCE - including viewability and invalid traffic - clients now have access to cross-media comparable metrics for mobile so they can evaluate total digital performance relative to TV.

EVP Will Hodgman (pictured) comments: 'The introduction of mobile audience reporting in these core markets allows our clients around the world to evaluate mobile campaign performance in isolation and relative to other platforms, such as TV. This is critical for any marketers wanting to more effectively allocate their ad spend'.

Web site: www.comscore.com .