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In a move to boost digital trust and transparency, comScore has announced it is expanding its relationship with Facebook by adding its demographic metrics to the validated Campaign Essentials (vCE) campaign measurement suite.

What does it mean? For starters, that vCE will — beginning in May — include measurements for both display and video ads that run on desktop and mobile platforms on Facebook, Instagram, and the Facebook Audience Network.

The new metrics, which encompass demographics, reach, frequency, and GRPs, follows the viewability reporting for Facebook campaigns that comScore debuted in its vCE last year.

“The addition of demographic reporting for Facebook ads in vCE marks another step forward in providing advertisers and agencies with transparent, uniform measurement across all platforms and devices,” said Gabe Goldstein, the senior director of product management at comScore.

While the Facebook demographic and viewability data is a new development, comScore has been making significant advances in its vCE for the last year.

“These advancements include enhancing sophisticated ad fraud prevention, expanding reporting capabilities, and earning third-party accreditations, all with the goal of providing greater transparency in the digital advertising ecosystem,” the comScore crew tells us.

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