ComScore debuts digital ad validation service
Toronto-based ComScore Media Metrix Canada has introduced a new service called Campaign Essentials that focuses on measuring and validating digital advertisements. The service is intended to ensure that ads are delivered to the correct audiences, geographic regions and brand environments, as well as to determine the absence of fraud. "The introduction of validated Campaign Essentials in Canada benefits both buyers and sellers of digital advertising by increasing transparency and accountability for campaigns and improving cross-media comparability with TV," said Brent Bernie, president of ComScore Media Metrix Canada. "Current digital ad economics feature an overabundance of supply that has often translated into poor quality placements for advertisers and weaker monetization for publishers. Validation presents a new paradigm that introduces the element of scarcity into the supply-and-demand equation and promises to improve the underlying economics of the ecosystem. Publishers will be able to better monetize their content while giving advertisers greater confidence that their ads will not only be seen but be delivered to the right audience in the right environment."