ComScore, eXelate Cleaning Up ‘Garbage In, Garbage Out’

Data companies join forces to improve audience verification

Advertisers wary of digital media almost always complain about the data. How do they know the audience they paid for actually saw their ad? Right now that kind of feedback, be it from publishers, third-party data providers, or media buyers, isn’t standardized. Thus, "garbage in, garbage out" is a well-worn mantra in digital ad metric circles.

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