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MRC Accreditation Granted to comScore for Mobile Viewability MeasurementMAW can now confirm the accreditation of comScore by the Media Rating Council (MRC) for the company’s mobile viewable impressions and related viewability metrics for display and video ads, in mobile web and in-app, in validated Campaign Essentials.

“This builds on comScore’s recent MRC accreditation of the company’s Sophisticated Invalid Traffic (SIVT) detection capabilities across both desktop and mobile web to provide media buyers greater assurance that their desktop and mobile ads have the opportunity to be seen by a real person,” reads a statement emailed to MAW.

comScore has a long history of working closely with the MRC, with the goal of achieving accreditation for many of its offerings.

For instance, the firm recently was accredited for its Sophisticated Invalid Traffic (SIVT) detection and filtration of desktop and mobile web traffic. This made comScore the first company to offer both content and campaign measurement leveraging MRC-accredited SIVT filtration.

“We’re working hard to help our clients and the industry bridge the gaps that divide devices and platforms,” says Dan Hess, EVP of products at comScore. “Cross-platform ad verification – including mobile viewability – helps close one such gap. We’re pleased that the MRC has accredited our mobile viewability metrics, which complements our recent accreditation for our SIVT detection and filtration practices.”

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