In-Target, Viewability and Invalid Traffic: Campaign benchmarks across the globe
To help guide the industry to better understand campaign delivery on the whole, comScore releases industry benchmarks from the billions of impressions it measures across the globe through its validated Campaign Essentials (vCE) solution.
U.S. iPhone Ownership Reaches All-Time High on Strength of iPhone 7
Before the release of the iPhone 7 models in September, the iPhone 6 device family had continued to rapidly expand its footprint. According to comScore MobiLens®, there are still nearly 50 million iPhone 6 users, in addition to the more than 20 million iPhone owners who have a 5 model or earlier. These 70 million collectively represent a huge base of users who are ripe for an upgrade cycle later this year when the iPhone 8 is expected to be released.
"Measuring Television in the Programmatic Age" – comScore in the Journal of Advertising Research
In the following article, entitled “Measuring Television In the Programmatic Age: Why Television Measurement Methods Are Shifting Toward Digital,” comScore Co-Founder and CEO Gian Fulgoni is joined by comScore SVP of Marketing Insights Andrew Lipsman in describing comScore’s vision for the future of cross-platform audience and advertising measurement in this fragmented media landscape.
OTT Breaks Out of Its Netflix Shell
For many, this transition to watching over-the-top (OTT) content began with a subscription to Netflix. While Netflix can claim much credit for spurring this transition to OTT, there are emerging signs that the medium is now growing well beyond its largest player, as other services are now capturing the attention of viewers and staking out their respective positions in the market.
Brand Safety: Another Case for Increased Trust & Transparency in Digital Advertising
With talk of fake news pervasive across mainstream media these days, and with increasing scrutiny being given to the context in which marketers’ ads run, brand safety is finally coming to the foreground. With digital advertising expected to soon surpass TV advertising on a global basis, the stakes are higher than ever before and it’s important for all stakeholders to play a role in ensuring that digital is a hospitable environment for advertisers.