• by Tobi Elkin  @tobielkin, November 8, 2016

ComScore on Monday said it has been granted accreditation by the Media Rating Council (MRC) for sophisticated invalid traffic (SIVT) detection and filtration of desktop and mobile Web traffic. The accreditation means that the cross-platform measurement company now offers both content and campaign measurement that uses MRC-accredited SIVT filtration. The goal for comScore is to offer the market consistent and filtered metrics for the planning, buying, selling, and evaluation of digital advertising.

The MRC’s definition of SIVT includes “traffic identified through advanced analytics, multipoint corroboration, human intervention—such as hijacked devices, ad tags, or creative; adware; malware; misappropriated content.”

The SIVT detection methodology will be used across several of comScore’s products, including its Campaign Essentials, Audience and Validation suites, and Media Metrix.

“Our research shows that 80% of global IVT [invalid traffic] is Sophisticated, making it essential that buyers and sellers employ advanced techniques to remove fraudulent data,” stated Dan Hess, executive vice president of products at comScore. “This needs to happen throughout the entire campaign process -- from planning through performance evaluation -- for an advertiser to measure true campaign lift and ROI.”