How Validation Can Trump Digital Waste and Generate Value across the Digital Advertising Ecosystem
Linda Boland Abraham, Anne Hunter and Andrea Vollman
- 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...