comScore First to Offer MRC-Accredited Viewable GRP for Digital Display and Video comScore Granted MRC Accreditation for validated Campaign Essentials Audience Module, Includes vCE 2.0 Demography, Reach/Frequency and GRPs
RESTON, VA, April 20, 2016 - Today, comScore (NASDAQ: SCOR) announced that the Audience module of validated Campaign Essentials 2.0 (vCE 2.0) - which includes its reporting of digital campaign age, gender, and behavior-based ethnicity demographics, and the resulting reach, frequency and GRPs - has been granted accreditation by the Media Rating Council (MRC)*. With this latest MRC milestone, both the vCE 2.0 Audience and Validation modules are now accredited. comScore is the first company to offer an MRC-accredited viewable GRP for desktop display and video campaigns, which removes non-viewable and invalid impressions from GRP calculations.
We're thrilled that the MRC has reviewed and granted accreditation to our vCE Audience module, said Josh Chasin, Chief Research Officer at comScore. With both the Audience and Validation modules now accredited, this marks the first time buyers and sellers have available an MRC-accredited campaign audience measurement tool that provides campaign validation-including viewability-and demographic GRPs from a single tag. Over the past five years, the viewable GRP has been the holy grail in digital measurement, so this accreditation is a significant achievement. Coming on the heels of the MRC accreditation of comScore's MMX service earlier in the year, this accreditation underscores our commitment to transparency, disclosure, and operational excellence.
We congratulate comScore on this significant achievement, and are pleased that the Audience 2.0 component of vCE now joins the company's vCE Validation module as having earned MRC accreditation, said George Ivie, CEO and Executive Director of MRC. Today's advertising ecosystem is only growing more complex, making it essential that research companies have their solutions reviewed and accredited by third party industry organizations. MRC accreditation provides advertisers and their agencies with increased confidence that the tools they are using to plan, execute and evaluate campaigns are methodologically sound so that they can achieve their brand goals.
There is an ongoing need to define clear standards-based metrics for digital advertising that are comparable to other types of media, and we have been working with MRC and other industry bodies to do exactly that through the Making Measurement Make Sense (3MS) initiative, said Sherrill Mane, senior vice president of analytics and measurement at Interactive Advertising Bureau. We applaud companies such as comScore that are taking steps to have their services reviewed and accredited, which helps to enhance the overall value of advertising.
The vCE Audience suite joins the vCE Ad Validation suite, MMX , and comScore Direct as MRC-accredited comScore offerings. View comScore's Third-Party Accreditation, Certification and Review Page to learn more about these accreditations: http://www.comscore.com/About-comScore/Third-Party-Review.
*vCE in DoubleClick is a separate product and is not currently accredited by MRC.
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comScore First to Offer MRC-Accredited Viewable GRP for Digital Display and Video comScore Granted MRC Accreditation for validated Campaign Essentials Audience Module, Includes vCE 2.0 Demography, Reach/Frequency and GRPs
