Digital basics: comScore and the ARF come to terms with a glossary of digital terminology

This event report covers the explosion of confusing terminology in the digital ad space, and provides some working definitions from comScore and the Advertising Research Foundation (ARF) to help guide marketers.

Digital basics: comScore and the ARF come to terms with a glossary of digital terminology

Geoffrey PrecourtWarc

Digital marketers in any number of enterprises and trade organizations have spent the last four years trying to develop some sort of metric for online advertising viewability.

As Serge Matta, comScore's president/ceo, told a luncheon audience at the Advertising Research Foundation's (ARF) Audience Measurement 2015 conference in New York, "Digital media is complicated. There's the difference between 'display' and 'video'. Between 'desktop' and 'mobile'. There's 'in-app' versus 'browser'. Some people may have heard of the term 'Non-Human Traffic'. Now 'NHT'...

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