The audit process saw ABC test and verify that vCE performed across several mobile-specific behaviours including scrolling and watching mobile videos to confirm that vCE counts viewable impressions in mobile web environments.

Larry Goldstein, vice-president, measurement standards compliance at Comscore said: “With mobile viewing continuing to rise, advertisers are spending more in this medium and need to understand their return on investment. This certification is an important milestone in our efforts to deliver quality audience reporting.”

Simon Redlich, chief executive at ABC, added: “The industry is looking for reliable third-party measurement that itself has been independently verified, and we’re delighted that our auditing services against the Jicwebs viewability principles are helping to build trust in this way.”