MRC Endorses comScore's Mobile Viewability Measures

comScore has received Media Rating Council (MRC) accreditation for its mobile viewable impressions and related viewability metrics for display and video ads, both web and in-app. The measures are part of the firm's validated Campaign Essentials (vCE) tool.

The vCE suite, which is itself MRC accredited, provides an unduplicated count of impressions delivered, and takes account of different definitions / degrees of delivery. This latest MRC accreditation builds on comScore's Sophisticated Invalid Traffic (SIVT) detection capabilities across both desktop and mobile web.

Dan Hess, EVP of Products, says the accreditations underscore his firm's commitment to providing buyers with accurate, cross-platform comparable measures for digital and TV campaigns. George Ivie, MRC's Executive Director and CEO, adds: 'Expanding its MRC accredited viewability metrics from desktop to mobile clearly demonstrates comScore's commitment to quality measurement regardless of platform, and further establishes the firm as an industry leader in promoting a superior measurement environment for the buying and selling of digital advertising'.

Web sites: www.mediaratingcouncil.org and www.comscore.com .