ComScore will offer viewability and nonhuman traffic detection for free on desktop and mobile, the company said Wednesday.
ComScore’s move to eliminate fees on what it terms “baseline” metrics coincides with its launch of a self-serve interface that integrates both its fraud detection and viewability reporting.
The product, which was partly built on comScore’s acquisition of MdotLabs, will be generally available by June, said comScore CEO Gian Fulgoni.
The company claims a self-service model enables it to roll out no-fee reporting for viewability and fraud detection on a wider scale.
However, comScore anticipates many clients will still want full-service support for services such as tag implementation and web analytics. So, in some respects, the free viewability reporting can serve as an upsell into comScore’s larger analytics suite.
ComScore’s self-serve viewability and fraud detection tool uses baseline Media Rating Council definitions for viewability, so display ads, for example, will be considered viewable if at least half of the pixels are in view for one second.
If clients wish to create customized viewability definitions beyond the standardized free metric, they can add audience-, reach- and lift-based measurement as additional services (at varied costs).
“There is this growing recognition on our part that the industry has become somewhat obsessed with viewability and, to some degree, viewability is being erroneously thought of as an effectiveness metric when it isn’t,” Fulgoni told AdExchanger. “Viewability is also something we’ve seen advertisers struggle with. These metrics seem to be all over the place.”
Although comScore considers viewability reporting table stakes, it claims other metrics factoring in the creative, audience demographic, reach, frequency and attitudinal and sales lift aren’t getting the necessary degree of attention.
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