Nielsen, ComScore Battle for Online Audience Ratings

As viewers increasingly turn to Facebook and Twitter to talk about television, advertisers have been looking for a way to translate online engagement into ratings. According to AdAge, ComScore is ready with a new standard for measuring online audiences that could rival Nielsen’s.

ComScore’s new Validated Campaign Essentials (VCE) would make sure people see at least 50 percent of the pixels of every online ad for at least one second.  This would create “viewable impressions” that would only be counted when viewed, as outlined in the Making Measurement Make Sense initiative (3MS) to standardize digital measurement.

The Media Rating Council (MRC) that governs audience measurement will formally audit VCE in mid-April before voting on its accreditation.

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