Advances in comScore's vCE Campaign Measurement Service Aim to Increase Transparency and Accountability in Digital Advertising Sophisticated Ad Fraud Prevention, Expanded Reporting, and 3rd Party Accreditations Foster Increased Trust Between Advertisers, Agencies and Publishers
London, UK, 2 March, 2017- comScore today announced key milestones in the advancement of its holistic multi-platform advertising measurement offering, validated Campaign Essentials (vCE ). The enhancements include sophisticated fraud protection, new industry accreditations, expanded global reporting and reporting for Facebook, Instagram, and the Facebook Partner Network, and a dramatically improved user experience.
These vCE enhancements directly address the growing industry need for transparency in the digital advertising ecosystem, allowing advertisers to be confident that their campaign investments are reaching target audiences. Solving this challenge of trust in digital advertising also helps pave the way for comparable cross-platform measurement across digital and television campaigns.
The message was clear at the recent IAB Annual Leadership Forum: leading advertisers will increasingly require trusted third-party campaign verification, said Dan Hess, executive vice president of products at comScore. Having pioneered this market, we're delighted to share our continued progress in MRC accreditation, reporting coverage, fraud detection, mobile measurement and usability - reinforcing vCEs position as a leading, comprehensive industry solution.
ANA is very pleased at comScores continuing evolution to address the measurement and fraud detection needs of the marketing ecosystem, said Bob Liodice, president and chief executive officer of the Association of National Advertisers. We are impressed by the ongoing development of sophisticated tools that elevate marketers confidence while enabling improved decision making.
With a single, integrated tag, vCE provides advertisers with comprehensive campaign and audience validation metrics - such as in-target demographic delivery, validated GRPs, viewability, invalid traffic (IVT) and brand safety - for display and video campaigns across desktop and mobile platforms.
Sophisticated Ad Fraud Protection
Through a data science team focused on IVT and other forms of digital ad fraud, comScore continues to expand its unique capabilities to detect and filter such activity. While detection of general IVT requires only an industry-standard blacklist of known IVT, comScore employs sophisticated forensics to identify previously unknown forms of IVT that may inflate or obfuscate traffic. In Q4 2016, such sophisticated IVT (SIVT) accounted for 86% of all IVT detected and filtered by comScore, highlighting the critical industry importance of effective SIVT detection.
comScore recently received accreditation for SIVT detection and filtration of desktop and mobile web traffic for both vCE and MMX , making it the first company to provide MRC-accredited SIVT filtration in both content and campaign measurement.
Our longstanding relationship with comScore laid the groundwork for the viewability and audience delivery guarantees we've been able to put in place when working with publishers, said Heather Dumford, global marketing director for media and advertising technology at Conagra Brands. We've been able to build upon this foundation to continue to stamp out invalid traffic and improve overall ad quality, both are essential tasks that help us to reach the right audiences and achieve our business goals.
Expanded Reporting Capabilities
comScore continues to extend vCE capabilities globally, most recently with the addition of in-target delivery of mobile advertising in Canada, UK and Spain. This complements existing global measurement of delivery validation for mobile campaigns, including viewability, general and sophisticated IVT, geographic delivery, and brand safety.
Additionally, with enhanced vCE Facebook reporting, comScore now reports key viewability metrics for ads running on Facebook, Instagram and external publishers in the Facebook Audience Network. comScore and Facebook are currently working to expand this partnership to add campaign demographic measurement in the US across these Facebook properties, with additional markets to follow during 2017.*
Technology Innovation to Benefit Publishers, Advertisers and Service Providers
comScore has also focused vCE development efforts on substantially improving productivity, performance and ease of use for clients across the advertising ecosystem.
Unlike other solutions that require multiple tags to collect all campaign metrics, comScore provides a single measurement tag that collects holistic audience and validation metrics across desktop and mobile devices, websites and apps, and display and video formats. This reduces the implementation burden and negative performance impact of multiple tag implementations.
In January 2017 comScore also released an updated software development kit (SDK) to further simplify in-app instrumentation and improve mobile campaign coverage.
Finally, comScore is improving the vCE user experience through development of a new reporting interface. This new UI makes it easier for clients to track and optimize campaigns in-flight by quickly surfacing the most important metrics across publishers, placements, and strategies. It also allows users to easily use vCE norms to compare campaign performance to industry benchmarks. comScore expects to make the new interface available to clients by early second quarter.
Recent Industry Certifications and Accreditations for vCE
comScore has a long history of working with third-party audit bodies to receive certification for its products. Recently, comScore announced renewed certification by ABC for display viewability measurement, with fur
Most recent headlines
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
21/10/2025
As Amazon's Prime Video prepares to launch its coverage of NBA basketball under a major new deal, Grup Mediapro has announced that it is working with the st...
21/10/2025
ATLANTA Good news for consumers using an Atlanta DTH receiver to watch ATSC 3.0: with a new software update, they will be able to blanket their homes with Wi-Fi...
21/10/2025
While recent news has been heavily focused on Hispanic migration into the U.S., The 2025 Hispanic Market Report from Claritas highlights the fact that this gr...
21/10/2025
MAIDENHEAD, UK RWS has hired Michael Wayne as its head of media and entertainment in Los Angeles where he will lead the company's media localization busines...
21/10/2025
Imagine Communications and Rohde & Schwarz today announced a definitive agreement under which Imagine will acquire Pixel Power Limited, a wholly owned subsidiar...
21/10/2025
Atlanta DTH (ADTH) today announced a major update that will expand the functionality of its NEXTGEN TV receiver by enabling gateway capabilities allowing viewer...
21/10/2025
Heartland Video Systems, Inc. (HVS), a premier video systems integration, consulting, and expert ATSC 3.0 implementation firm announces that it has partnered wi...
21/10/2025
QuickLink, the leading provider of award-winning video production and remote guest integration solutions, today announced the appointment of Austin Hinton as it...
21/10/2025
nternet connectivity startup Miri Technologies Inc. will use this week's NAB Show New York as the launch pad for its latest ground-breaking innovation, the ...
20/10/2025
Inside TAMS: How Time-Addressable Media Stores could redefine sports workflows By Paul Markham
Friday, October 17, 2025 - 08:57
Print This Story
A penalty...
20/10/2025
Transformational production: Inside TVN's remote production push for the DFL...
20/10/2025
How NBC Sports Transitioned Stamford Facility to One Format: 1080p HDRMulti-year plan harmonizes workflows, simplifies operationsBy Ken Kerschbaumer, Editorial ...
20/10/2025
NBA on NBC' Studio Production Team Is Ready for Tip-Off With Coast-to-Coast...
20/10/2025
Under pressure: TVN CEO Markus Osthaus considers the German sports broadcasting ...
20/10/2025
(L-R) Maria Dizzia, Carmen Emmi, and Russell Tovey attend the Plainclothes pre...
20/10/2025
In March, we launched Concerts Near You to help listeners find concerts from their favorite artists. Since then, more than 3 million people have used it to disc...
20/10/2025
Em diversas cidades do Brasil, um movimento tem se fortalecido para celebrar o poder, a beleza e a profundidade da criatividade negra. O Dia AMPLIFIKA, agora em...
20/10/2025
In cities across Brazil, a movement is growing that celebrates the power, beauty, and depth of Black creativity. AMPLIFIKA Day, now in its fifth edition, return...
20/10/2025
Airborne Early Warning and Control aircraft rendering...
20/10/2025
DENVER and MUNICH Imagine Communications today announced its plans to acquire Pixel Power Ltd., a wholly owned subsidiary of Rohde & Schwarz. Financial terms of...
20/10/2025
LOS ANGELES G Morgan has joined Globecast, a provider of broadcast, media and entertainment managed services, as executive vice president of sales, Globecast Am...
20/10/2025
PLYMOUTH, Wisc. Heartland Video Systems and Zixi have partnered to enable broadcast-quality live video delivery over any IP network....
20/10/2025
A. R. Rahman on Facing Fear and Finding the Divine In an interview with Berklee President Jim Lucchese, the Oscar-winning composer reflects on how courage and...
20/10/2025
Monday 20 October 2025
To view this content, please enable our use of cookies. ...
20/10/2025
Rohde & Schwarz transfers Pixel Power to Imagine Communications Companies work collaboratively to ensure continuity and ongoing support for existing customers...
20/10/2025
RT 's Prime Time is set to host the final Presidential Election Debate this Tuesday night, October 21, providing an opportunity to hear directly from Irelan...
20/10/2025
NVIDIA and Google Cloud are expanding access to accelerated computing to transform the full spectrum of enterprise workloads, from visual computing to agentic a...
19/10/2025
Back to All News
Sins of Kujo' Comes to Life in New Live-Action Series Set for Spring 2026
Entertainment
19 October 2025
GlobalJapan
Link copied to cl...
18/10/2025
New England Sports Network (NESN) has chosen Harmonic, working with Astound Business Solutions, as its enterprise technology partner to transform primary distri...
18/10/2025
NEW ORLEANS, La. In the run-up to the start of the NBA season, WVUE-TV and Gray Local Media have announced a deal with DirecTV that will greatly expand access t...
18/10/2025
Berklee Celebrates 40 Years of the Fall Together Concert Faculty composers Bob Pilkington and Greg Hopkins are among the featured artists for this year's ...
17/10/2025
NEP Group Receives New Equity Investment From 26North Partners LP, Co-InvestorsCarlyle remains the largest shareholder as the company prepares for the futureBy ...
17/10/2025
Apple Lands Five-Year Deal for F1 Distribution in the U.S.Besides airing on Apple TV, the sport will be amplified on other Apple servicesBy Ken Kerschbaumer, Ed...
17/10/2025
SVG Sit-Down: Marshall Electronics' Bernie Keach on the Future of PTZ Camera...
17/10/2025
L2 Productions' REMI Facility in Austin Can Produce Content From AnywhereMusic festivals, sports events are produced via flypacks and remote control roomsBy...
17/10/2025
By Lucy Spicer
One of the most exciting things about the Sundance Film Festival...
17/10/2025
(L-R) Christopher Meyer, Addison Timlin, Cooper Raiff, Lili Reinhart, Alyah Chan...
17/10/2025
M sica e arte se uniram em uma noite especial na semana passada na ZIV Gallery, ...
17/10/2025
Music and art came together for one special night last week at ZIV Gallery, an i...
17/10/2025
Spotify and FC Barcelona are extending our partnership through 2030, continuing a collaboration that's redefining how fans, players, and artists connect. Th...
17/10/2025
MURRIETA, Calif. The Sports Fishing Championship (SFC) has deployed DigitalGlue's creative.space storage platform to streamline video production by centrali...
17/10/2025
BELLEVUE, Wash. Football continued to cement its reputation as a bulwark of TV advertising in Q3 2025 with new data from iSpot that showed both the NFL and coll...
17/10/2025
The Sports Fishing Championship (SFC), the premier competitive saltwater fishing series, has transformed its production workflow by adopting creative.space, the...
17/10/2025
QuickLink, a leading provider of award-winning multi-camera video productions and remote contribution solutions, announces the release of StudioPro Version 4, ...
17/10/2025
Although the annual Grammy Awards celebration is best known for recognizing achievements in the recording industry, the show often proves a visual spectacle as ...
17/10/2025
OpenDrives, Inc., a leading provider of software-defined data storage and data services, has promoted Alex Dunfey to Chief Technology Officer (CTO) from his for...
17/10/2025
The University of Arizona (UofA) has significantly upgraded its broadcast communication infrastructure with the integration of Riedel Communications' advanc...
17/10/2025
Harmonic (NASDAQ: HLIT) today announced that New England Sports Network (NESN), owned by Fenway Sports Group and Delaware North, has selected Harmonic as its en...
Advances in comScore's vCE Campaign Measurement Service Aim to Increase Transparency and Accountability in Digital Advertising Sophisticated Ad Fraud Prevention, Expanded Reporting, and 3rd Party Accreditations Foster Increased Trust Between Advertisers, Agencies and Publishers
