Comscore Publishes Non-Human Traffic Report on Key Impacts to the Advertising Ecosystem
European Report Shows that Only 57 percent of Ads are Seen with Clean and Unduplicated Measurement
Frankfurt, Germany, September 14, 2015 – Comscore, Inc. (NASDAQ: SCOR), a global media measurement and analytics company, today released its latest resource for media buyers and sellers Non-Human Traffic: Why it Matters and Why You Should Care at dmexco, Europe's leading digital marketing exposition & conference. According to the research, only 57 percent of ads are seen with clean and unduplicated measurement, demonstrating the importance in removing non-human traffic (NHT) from campaigns to better reach target audiences and improve advertising effectiveness, ultimately increasing ROI.
This new study also uncovers the consequences of NHT and will help increase awareness of the following:
- NHT in anything contaminates everything
- Not all audience measurement fully removes NHT
- Not all viewability measurement fully removes NHT
- Unduplicated measurement is the ideal
“NHT measurement has become one of the most critical issues facing the industry today and underscores the growing need for trust and transparency across the entire ecosystem," said Duncan Trigg, Vice President of Advertising Effectiveness at Comscore. “Utilizing the most robust and sophisticated NHT detection is imperative before calculating viewability, audience reach and calculating attribution. Our recent research shows that approximately 44 percent of the Top 100 Display websites in the UK have sections above 5 percent affected by non-human traffic."
Milan Dolinar, Vice President Sales Germany, Switzerland and Austria at Comscore, adds: “Companies should look into these numbers as they affect the judgment about the campaign effectiveness. NHT drops the actual reach of the campaign and leads to the misjudgment of the ROI. Our sophisticated NHT detection is integrated into Comscore validated Campaign Essentials and validated Media Essentials, giving media buyers, ad networks and sellers a trusted method to better protect their traffic and campaigns from NHT threats."
Trigg and Dolinar will cover this topic at dmexco and will demonstrate how trust and transparency can help programmatic advertising to reach its full potential. Milan Dolinar’s presentation takes place on September 16th at 3:45 pm CEST at the Comscore booth in hall 6, stand F60 and is in German. Duncan Trigg’s seminar takes place on September 17th from 11:00 to 11:45 am CEST in hall 6, seminar room 5.
Follow @ComscoreEMEA on Twitter for news before and during the event. If you are a journalist and would like to interview our speakers, please contact us at dmexco@comscore.com.
About Comscore
Founded in 1999 and headquartered in Reston, Virginia, Comscore, Inc. (NASDAQ: SCOR) is a global media measurement and analytics company that makes audiences and advertising more valuable. We help media buyers and sellers understand and make decisions based on how consumers use different media, such as TV, video, mobile, desktop and more. Through its products and partnerships, Comscore helps its more than 2,500 clients understand their audiences, know if their advertising is working, and access data where they want and need it. Please visit www.comscore.com to learn more.
