'USA Today' adopts comScore viewability metrics

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McLean, Va.—Gannett Co. announced it will implement comScore's viewable impression measurement for ad campaigns running on The measurement tool leverages comScore's validated Campaign Essentials (vCE) and Digital Analytix Monetization tools to optimize ad inventory and ensure digital ad impressions have been viewed by the target audience. The move comes less than a month after USA Today introduced new designs for its newspaper, website and mobile apps. It also added larger ad units. “All impressions are not created equal, and we believe that by taking these significant steps to ensure viewability and targeting of large premium ads, we can create a vehicle where marketers can best showcase their products,” said David Payne, chief digital officer of Gannett, in a statement.
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