Advertising on the websites of premium publishers, such as The New York Times and Hearst properties, is three times as effective as it is on those of nonpremium publishers at boosting brand favorability and making users more likely to recommend products or services, according to a study by comScore.
ComScore and xAd (a location-based mobile ad network) are beginning to measure how effective xAd's mobile campaigns are for driving in-store visits.
In an effort to improve transparency and maintain marketers' trust, Facebook is expanding its third-party verification program related to viewability and attention metrics for ads.
Ever since Vice decided to get into the cable TV game, the self-assured digital news and lifestyle publisher has been under the microscope. That came blaringly to the fore last month when Variety reported that Vice's web traffic plunged in February.
The newly merged comScore and Rentrak have set their first multiplatform deal with a big client: Viacom.
For years, NBCUniversal's ratings guru Alan Wurtzel has been criticizing the deficiencies of Nielsen's current ratings system—he says as much as 35 percent of NBC's audience for an average episode isn't measured by Nielsen's C3 and C7 metrics, which don't include most streaming activity, particularly on mobile and tablets—and he's tired of it.
On the heels of Tuesday's announcement that comScore will acquire rival Rentrak in a stock-for-stock merger so the combined company can take on Nielsen, Nielsen returned fire today with some news of its own.
Look out, Nielsen: ComScore announced it will acquire rival Rentrak Corporation in a stock-for-stock merger, allowing the combined company to take on the industry behemoth in the contentious battle for audience measurement.
The issue of viewability, online ads people can actually see, is the cause of much Sturm und Drang among publishers and advertisers these days, but a new wave of media upstarts are hoping to sidestep the issue by designing ad-friendly sites early on.
We knew going into this season that fantasy football diehards were probably going to be glued to their smartphones and tablets like never before.