Advances in comScore's vCE Campaign Measurement Service Aim to Increase

16/06/2017

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

LINK:	http://www.comscore.com/Insights/Press-Releases/2017/2/Advances-in-com...
	See more stories from comscore

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

01/04/2026

DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION

January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION Douyin Users Can Now Create And Share Videos With Stun...

18/03/2026

Net Insight Names Larissa GrnerMeeus CPO

Newly named chief product officer (CPO), Larissa G rner Meeus will return to Net Insight on May 4. Larissa G rner Meeus will become CPO of Net Insight on May 4...

18/03/2026

SVG Europe's The Football Summit 2026: Select Sessions Now Available to Watch on SVG PLAY

SVG Europe's The Football Summit 2026 explored how the sports broadcasting i...

18/03/2026

SVG's SportsTech@NABShow Blog Goes Live as Countdown to Vegas Heats Up

The 2026 NAB Show kicks off one month from today and SVG is once again set to cover the show from every angle. SVG's SportsTech@NAB Show Blog is now live - ...

18/03/2026

The Premiere of Dead Lover Showcases Grave Robbing and Sex With a Giant Finger

(L-R) The cast and crew of Dead Lover at The Ray Theater for its premiere at the 2025 Sundance Film Festival. (Photo by Robin Marshall/Shutterstock for Sundan...

18/03/2026

Music Row Piano from Wiltone Productions

Yamaha C7 captured in Nashville Wiltone Productions have announced the release of Music Row Piano, a deeply sampled Yamaha C7 piano library that's been ...

18/03/2026

Techivation introduce T-Warmer Mk2

Bass-enhancement plug-in upgraded Along with a steady stream of new releases, Techivation have recently been revisiting some of the older plug-ins in their ...

18/03/2026

Tonal Balance Control 3 from iZotope

Mix-reference plug-in overhauled iZotope's powerful mix-referencing plug-in has just reached its third major version, and now boasts a new capture proce...

18/03/2026

Toontrack Transistor Organ EKX

Latest EZKeys 2 expansion arrives Toontrack's staggering collection of EZKeys 2 expansions has grown once again, and the latest instalment delivers a on...

18/03/2026

Jess Ho explores the politics of food in new SBS Audio podcast For The Culture

Jess Ho explores the politics of food in new SBS Audio podcast For The Culture 18 March, 2026 Media releases New SBS Audio podcast For The Culture, hosted ...

18/03/2026

Future-ready broadcasts with ATSC 3.0 and enhanced services from Rohde & Schwarz at NAB 2026

Future-ready broadcasts with ATSC 3.0 and enhanced services from Rohde & Schwarz...

18/03/2026

LCTWS 2026

London Calling - When The Industry Convened to Help Streaming Find its MoJo In this blog, Laura Rognoni reflects on key discussions from the Connected TV World...

18/03/2026

SMPTE Unveils 2026 NAB Show Educational Presentations

SMPTE Unveils 2026 NAB Show Educational Presentations Brie Clayton March 18, 2026 0 Comments SMPTE , the home of media professionals, technologists, a...

18/03/2026

Auditel Ad Campaign Shot on Blackmagic PYXIS 12K

Auditel Ad Campaign Shot on Blackmagic PYXIS 12K Brie Clayton March 18, 2026 0 Comments LED wall virtual production blends 12K open gate acquisition w...

18/03/2026