comScore Mobile Measures Get Accreditation From MRC

Metrics include viewability of Web video ads
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comScore said it received accreditation from the Media Rating Council for its system for measuring impressions and viewability of ads viewed on mobile devices and within apps.

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The metrics are part of comScore’s Campaign Essentials service, which previously received MRC accreditation for its system for detecting invalid traffic to assure advertisers their commercials are being seen by real people.

"We're working hard to help our clients and the industry bridge the gaps that divide devices and platforms. Cross-platform ad verification -- including mobile viewability -- helps close one such gap," said Dan Hess, executive VP of products at comScore.

Both comScore and TV ratings leader Nielsen are creating measurement systems that include all viewing of ads on all platforms and devices. Each company has been working with the MRC to get its seal of approval.

Read more at broadcastingcable.com.

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