New York—Forbes Media is offering a new service to its online advertisers that measures viewable ad impressions on Forbes.com. It is part of Forbes' validated Brand Increase Guarantee program, which uses comScore's validated Campaign Essentials program to guarantee that an ad impression has indeed been delivered.
ComScore's vCE ensures that advertisers pay only for ads that are viewed. “The comScore vCE technology provides much-needed transparency to accurately reflect the ads that are actually being seen,” said Bruce Rogers, chief insights officer of Forbes Media, in a statement.
VCE is a response to Making Measurement Make Sense, an initiative led by the American Association of Advertising Agencies, the Association of National Advertisers and the Interactive Advertising Bureau that called for more accurate measurement of advertising.