How Validation Can Trump Digital Waste and Generate Value across the Digital Advertising Ecosystem

The research demonstrates the impact of measuring “validated” ad impressions as opposed to simply counting ads that are delivered to a computer as has historically been done in online advertising measurement.

How Validation Can Trump Digital Waste and Generate Value across the Digital Advertising Ecosystem

Linda Boland Abraham, Anne Hunter and Andrea Vollman

comScore

Management slant

  • The digital advertising market was originally established by counting the number of ad impressions that were delivered to computers, not the number that reached consumers using those machines.
  • There is a significant difference between the two, and comScore has developed a "validation" technology that measures this difference.
  • Variables that determine whether or not an ad impression is "validated" include the visibility of the ad to the consumer, geographic targeting accuracy, the...

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