Cross-platform measurement company ComScore will offer clients free viewability measurement across all global markets.
Its baseline offering will allow digital media buyers and sellers to measure viewability rates across display, video and mobile inventory.
ComScore says it hopes this will promote “trust and transparency” in digital advertising while improving cross-media measurability.
Viewability standards in digital have long been a source of contention as different interpretations can dramatically affect impression results for publishers and advertisers.
Although it is widely accepted that the MRC standard on digital viewability (display - 50% of pixels for one second, video – for two seconds) should be an industry benchmark, measurement companies diverge in when they start the clock.
In Australia, 55% of desktop and 54% of mobile ad impressions are viewable with direct buys producing better results than programmatically traded inventory.
ComScore's move aims to move the metrics debate beyond viewability, which it argues should be an expected part of advertising verification without consuming measurement budgets.
It says the focus should be on deeper performance metrics, such as reach within geographic and demographic targets and lift in brand awareness, purchase intent, visitation or product sales.
It's unclear how this move will impact upon the price (and mark up) attached to third party verification booked by media agency partners.
“Viewability is critical, but for too long it has dominated industry discussion at the expense of other metrics that also really matter,” ComScore executive vice president of products Dan Hess says. “We think it’s time to make viewability a table stake for digital advertising, and move the market forward to a broader realm of more meaningful ad measurement across platforms.”
IAB Australia CEO Vijay Solanki tells AdNews the industry body supports the move. "If this helps drive more take-up then that’s good for the industry," Solanki says.
GroupM North America president of investment Lyle Schwartz says the move will help create a “total video marketplace” where buyers can plan across multiple platforms to achieve advertising goals.
Schwartz adds that viewability is “key to leveling the playing field between digital and TV”.
“This new viewability solution will help expand access and use of viewability measures, allowing the industry to turn its focus back to making sure that ads have an impact,” Schwartz says.
AOL Platforms president Tim Mahlman believes the initiative provides clients with greater control and will "drive more dollars to digital".
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