ComScore Gets Accredited for Mobile Viewabilty Measurement of Display, Video Ads

The Media Rating Council (MRC) accredited ComScore "for its mobile viewable impressions and related viewability metrics for display and video ads, in mobile web and in-app, in validated Campaign Essentials," said the measurement company in a Wednesday news release. “We’re working hard to help our clients and the industry bridge the gaps that divide devices and platforms," said Dan Hess, comScore executive vice president-products. "Cross-platform ad verification -- including mobile viewability -- helps close one such gap.” The accreditation builds on another by MRC of comScore's Sophisticated Invalid Traffic detection capabilities that "provide media buyers greater assurance that their desktop and mobile ads have the opportunity to be seen by a real person," the company said.