NEWS6 December 2017
US – ComScore has been given accreditation by the Media Rating Council (MRC) for its sophisticated invalid traffic (SIVT) detection in the mobile in-app environment.
The move completes the company’s SIVT awards, following its 2016 accreditation for validated campaign essentials (vCE) and its desktop-based ‘Media Metrix’ (MMX).
The MRC defines sophisticated IVT as ‘traffic identified through advanced analytics, multipoint corroboration, human intervention—such as hijacked devices, ad tags, or creative; adware; malware; misappropriated content.’
Josh Chasin, chief research officer at comScore, said the accreditation brings "greater transparency, accountability and confidence". He said clients can be "assured that their ad campaigns running across any digital media channel have met the highest standard of approval for detection and removal of SIVT."
George W. Ivie, executive director and CEO of the MRC, said the award "demonstrates ComScore’s commitment to keep pace with the rapidly evolving digital environment in this highly critical area."
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