The move follows a relaunch of USAToday.com which will use ComScore’s Validated Campaign Essentials and Digital Analytix Monetization tools to confirm that digital ad impressions have been seen by the desired target audience.

David Payne, chief digital officer for USA Today parent company Gannett, says: “Our vision is to make our digital audience the advertiser’s audience by bringing all of the marketers’ best assets to our site experience, rather than requiring someone to click off to another site.

“All impressions are not created equal, and we believe that by taking these significant steps to ensure viewability and targeting of large premium ads, we can create a vehicle where marketers can best showcase their products.”