CIM concludes that the Analyzed Functions of the Product are Substantially Similar to the Product Version in the U.S., Previously Accredited by the MRC
Mexico City, Mexico, January 5th, 2015 – Comscore, Inc. (NASDAQ: SCOR), a global leader in measuring the digital world, today announced that Consejo de Investigación de Medios (CIM) presented the results of the audit of Comscore validated Campaign Essentials™ (vCE®), the first digital measurement product in Mexico to be audited. The audit of Comscore vCE for Mexico, specifically the vCE validation module focusing on viewability and brand safety, recognized Comscore vCE for Mexico for the likeness between it and the previously MRC-accredited U.S. version.
The audit conducted through specialized auditors showed that these functions: Impressions (served), Views (viewable impressions), In View (%), Alerts, Blocks, Exceptions, Engaged (%) and Impression Level Reporting are substantially similar to the U.S. version of the product, which was previously accredited in the U.S. by the Media Rating Council (MRC). Comscore’s solution combines different technological approaches to measure viewability of display ads at a census level. This measurement includes certain ads[1] delivered by cross-domain iframes, which represent a significant percentage of the display ad impressions but have been particularly challenging from a measurement point of view.
“We congratulate Comscore for being the first audited online measurement service”, stated Martha Castellanos, Executive President of CIM. “We consider that this exemplary action must be a motivating factor and a precedent for digital audience measurement providers for auditing their products.”
“This audit demonstrates how our vCE Validation product works under comparable parameters and standards as in the U.S.,” added Ivan Marchant, Vice President of Sales, Comscore Mexico. “A new milestone has been generated in the Mexican market which is leading the way to Digital GRP measurement, following the advice of the Making Measurement Make Sense (3MS) initiative.”
To learn more about the MRC accreditation to vCE in the U.S. please visit: http://www.comscore.com/Insights/Press-Releases/2012/8/Comscore-vCE-Receives-MRC-Accreditation-for-Online-Campaign-Validation
About ComscoreComscore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.
About Consejo de Investigación de Medios (CIM)The Consejo de Investigación de Medios (CIM) is a civil association which since 1998 integrates representatives from media agencies, research agencies, advertisers and media, interested in the regulation of the practices, development and evolution of the research in media, with the purpose of promoting consistency and certainty in the methodologies for qualitative and quantitative evaluation of the different communication platforms. For more information, please visit: www.cim.mx
[1] vCE currently supports viewability measurement for impressions delivered in cross-domain iFrames via Chrome browsers.
ComscoreRodrigo CeronSenior Director, Global Marketing Comscore, Inc.+52 (55) 6827-8330worldpress@comscore.com