comScore, the media measurement and analytics firm, is the latest to receive accreditation from the Media Rating Council (MRC) for video viewability technology.
In addition, comScore has announced that several new video ad tech companies and publishers are now using its video viewability measurement tech. Among these new partners are AOL, Brightcove, FreeWheel, Gannett, Innovid, Vindico and Videology, per a release.
These partnerships -- several of which are with some of the largest platforms in the programmatic ad space -- will make comScore’s now-validated video viewability tech available to a large number of marketers immediately.
“Viewability is an increasingly important metric that our customers want to offer their advertisers,” stated Mike Green, VP of marketing and business development, media at Brightcove.
comScore's display ad viewability measurement tech is already accredited by the MRC.