Continued ABC Certification for comScore vCE

In the UK, comScore has received certification from the ABC (Audit Bureau of Circulations) for its desktop display viewability measure in its validated Campaign Essentials (vCE) tool.

Launched in 2012, and certified since 2014, vCE measures whether online ads have been delivered and whether they have reached their target audience. The firm says that unlike existing single-point solutions, the tool provides an unduplicated accounting of impressions delivered across a variety of dimensions, such as ads delivered in-view, in the right geography, in a brand safe environment and absent of non-human and invalid traffic. It also evaluates the degree to which validated impressions reached the campaign target audience.

Simon Redlich (pictured), CEO at ABC, comments: 'We are delighted to verify comScore against the JICWEBS Viewability Principles. ABC's Viewability Certification delivers reassurance to buyers that the company has met robust, industry-agreed standards. It also shows a commitment to transparency that is essential for the continued growth of trust and confidence within the digital ad trading industry.'

Web sites: www.abc.org.uk and www.comscore.com .