Regardless of the platform, the goal of advertising today is the same as it has always been – to elicit a consumer's feeling, emotion or behavior related to a brand, service or product. You create ads to have an impact. Beyond getting the message right, reaching the right audience with your advertising – and doing so at the optimal reach and frequency – is one of the most, if not the most, critical factors in campaign delivery. Digital seems to have lost sight of the advertising metrics that matter due to its focus on the viewability metric.
To put the focus back to the advertising metrics that matter, viewability needs to be treated as a tablestake and made available to all, so that it can take its rightful place in the background. To help move the industry forward, comScore decided to offer free viewability measurement in global markets to increase trust and transparency to digital advertising. By providing independent third party measurement, our offering is new to the market and a change to the industry since we are now making this independent measurement broadly accessible for ads that are run across desktop and mobile.