Reston, Va.—ComScore Inc. has introduced Validated Campaign Essentials to validate digital ad delivery. VCE will provide an unduplicated accounting of ad impressions to ensure that ads are able to be viewed, served to the appropriate targets and in a “brand-safe environment,” the company said in a news release.
ComScore's “VCE Charter Study”—which included 12 national brands, such as Allstate Corp. and Ford Motor Co.; 3,000 placements; 381,000 site domains; and 1.7 billion ad impressions—found that many are delivered but not easily viewed or not to an appropriate target. For instance, the study found that 31% of the 1.7 billion ad impression were delivered but never seen by a consumer—often because the consumer scrolled past the ad before it loaded.
“The display advertising market today is characterized by an overabundance of inventory, often residing on parts of a Web page that are never viewed by the user. This dilutes the impact of campaigns for advertisers and represents a drag on prices to publishers,” said Magid Abraham, president-CEO of comScore, in a statement.