"The latest IAB UK research shows that video is the fastest growing advertising format. By extending our Viewability programme to include video testing, ABC is delivering the media industry’s stamp of trust in this important area," Simon Redlich, chief executive at ABC, said.
Based on Jicwebs industry-agreed viewability principles, ABC video viewability certification assures the ability of ComScore's validated Campaign Essentials tool to measure the opportunity for video ads to be seen. The solution also removes invalid traffic for video advertising impressions.
This certification adds to ComScore's accreditations. The company was one of the first to receive ABC's Content Verification certification in 2012 and was also granted certification for desktop display viewability measurement in vCE earlier this year.
"Video is an integral piece of advertising budgets today, and it’s essential that advertisers and their agencies better understand their video ad performance and whether that ad had the opportunity to be seen," Martin Bromfield, ComScore, vice-president advertising EMEA, said.
The ABC certification underscores ComScore's adherence to the "rigorous standards set forth by industry bodies", he concluded.