Today marks the Canadian launch of comScore‘s validated Campaign Essentials (vCE) online ad delivery measurement service for buyers and sellers. According to the company, vCE “provides an unduplicated accounting of [ad] impressions delivered across a variety of dimensions.”
ComScore contends the product accounts for such variables as ads delivered on “brand-safe” sites, whether ads appeared in the targeted geography and whether they appeared “in view” (at least 50 percent of the advertisement was viewable for at least 1 second).
“Current digital ad economics feature an overabundance of supply that has often translated into poor quality placements for advertisers and weaker monetization for publishers,” said Brent Bernie, president of comScore Media Metrix Canada.
“Validation… introduces the element of scarcity into the supply-and-demand equation and promises to improve the underlying economics of the ecosystem.”
The vCE launch coincides with the release of comScore Canadian research data on digital ad measurement, which examined 125 million impressions on 475,000 publisher sites for national campaigns such Kraft, Rogers and Kellogg, among others. The study found 2% of digital ad impressions come from outside the campaign’s targeting geography. Some campaigns saw as much as 4.6% of total impressions recorded this way.
The full Canadian and global study findings can be downloaded as a whitepaper from comScore.
