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Ellen Hammett 

comScore first to receive ABC certification for video viewability measurement

comScore first to receive ABC certification for video viewability measurement

comScore is the first company to be granted certification by ABC and JICWEBS for video viewability measurement in validated campaign essentials (vCE).

vCE video viewability measures the opportunity to be seen - including the removal of sophisticated invalid traffic - for video advertising impressions.

Based on JICWEBS industry-agreed viewability principles, ABC video viewability certification aims to provide the industry with transparency and greater confidence to better compare viewability capabilities, ensuring agencies and advertisers can make informed purchasing decisions.

comScore was one of the first companies to receive content verification certification in 2012 and was also granted certification for its continued commitment to delivering desktop display viewability measurement in vCE earlier this year.

“We are delighted to issue the first ABC video viewability certificate to comScore, demonstrating that its vCE video viewability measurement solution has met JICWEBS industry agreed standards,” said Simon Redlich, chief executive at ABC.

“The latest IAB UK research shows that video is the fastest growing advertising format. By extending our Viewability programme to include video testing, ABC is delivering the media industry’s stamp of trust in this important area.”

Martin Bromfield, comScore's VP advertising EMEA, added: “Video is an integral piece of advertising budgets today, and it’s essential that advertisers and their agencies better understand their video ad performance and whether that ad had the opportunity to be seen.

“We are pleased to receive the first vCE video viewability certification from ABC, as it underscores our commitment to delivering a solution that aligns not just with our clients’ needs but with the rigorous standards set forth by industry bodies.”

The news comes as JICWEBS transitions from a part-time to a full-time operation, with ABC veteran Richard Foan set to take on the newly-created role of executive chairman.

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