comScore in JICWEBS Video Viewability 'First'

comScore has become the first company to receive ABC certification for a video viewability measurement, based on JICWEBS industry agreed standards. The measure sits within the company's validated Campaign Essentials tool (vCE).

vCE measures whether online ads have been delivered and whether they have reached their target audience, providing an unduplicated count of impressions delivered and taking account of different definitions / degrees of delivery. Within this, vCE video viewability measures the opportunity to be seen, including the removal of invalid traffic (IVT) for video advertising impressions.

The ABC certification (Audit Bureau of Circulations) is based on industry-agreed Viewability Principles from the JICWEBS Joint Industry Committee. ABC CEO Simon Redlich (pictured) comments: 'We are delighted to issue the first ABC video viewability certificate to comScore, demonstrating that its vCE video viewability measurement solution has met JICWEBS industry agreed standards. The latest IAB UK research shows that video is the fastest growing advertising format. By extending our Viewability programme to include video testing, ABC is delivering the media industry's stamp of trust in this important area'.

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