comScore receives MRC Accreditation for Online Campaign Validation.

comScore, Inc. announced that it has received accreditation from the Media Rating Council (MRC) for the validation suite in comScore validated Campaign Essentials (vCE) , which includes viewability, brand safety, in-country geographic delivery, engagement, and removal of non-human traffic. comScore’s unique solution combines patented and patent-pending technological approaches to measuring viewability, which account for census-level ad delivery. This measurement includes certain ads delivered via cross-domain iframes, which account for a significant percentage of U.S. display ad impressions but have proved particularly challenging from a measurement standpoint. In addition, this MRC accreditation is the first of its kind based in part on the IAB Guidelines for the Conduct of Ad Verification. The validation suite of vCE applies the 3MS working definition of a viewable impression.

“We are very pleased to announce that comScore has received MRC accreditation for viewability, brand safety, in-country geographic delivery, engagement and non-human traffic measurement components of our validated Campaign Essentials product,” said Magid Abraham, President & CEO of comScore. “Getting accredited by the MRC offers important validation that comScore is deploying a sound approach to holistic online campaign measurement, consistent with the MRC’s standards and in alignment with the principles established by the Making Measurement Make Sense (3MS) initiative.”

“We are delighted that the validation component of comScore’s validated Campaign Essentials, including its technology to determine the viewability of online display advertising, has been accredited by the MRC, signifying its adherence to industry-accepted standards and best practices for the measurement of display advertising,” said George Ivie, CEO and Executive Director of the MRC. “We congratulate comScore on this significant accomplishment, and we look forward to continuing to work with them in their efforts to also achieve accreditation of the audience component of vCE.”

For more information at http://www.comscore.com