We’ve conducted our first ever mobile web viewability audit

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01/08/2019

ABC conducts first ever mobile web viewability audit to JICWEBS Standards

Today, Comscore’s vCE product became the first to be certified to JICWEBS’ Viewability Principles for mobile web, following successful completion of our audit.

The JICWEBS Viewability Principles apply to products reporting the opportunity to see banner and video content in both desktop and mobile environments. Comscore’s new certificate demonstrates that their vCE solution is capable of counting viewable impressions in mobile web environments, in accordance with these Principles.

As part of our audit, we tested Comscore on a range of mobile specific behaviour scenarios including scrolling, activating notification trays that obscure content and watching mobile videos. Our audit results underpin their certification, and offer insights into the product’s specific capabilities and methodologies.

We know mobile is an area of great importance following the results of IAB UK’s Ad Spend study which showed that £6.88bn was spent on smartphone advertising in 2018. And, according to Statista, mobile currently accounts for half of all global web pages served.

Our Viewability audit delivers a level of product understanding which enables people to configure the product in line with their measurement objectives.  As well as providing this detail, Comscore’s certificate also raises trust in this growing medium.

Simon Redlich, Chief Executive at ABC, said, “Congratulations to Comscore on becoming the first to complete a viewability audit in our mobile environment. Mobile attracts very significant ad spend and we’re delighted to play a part in building trust and transparency through our audit against the JICWEBS Viewability Principles.”

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