comScore has been granted accreditation for its “sophisticated invalid traffic” (SIVT) detecting and filtering desktop and mobile Web traffic by industry watchdog, the Media Rating Council (MRC).
The accreditation, which was announced as part of an update on the current status of accredited services, as well as those that have lost their accreditation, published by the MRC (see table).
comScore claims it make it the first company to be accredited to offer both content and campaign measurement leveraging MRC-accredited SIVT filtration, providing the market with consistent and filtered metrics for the planning, buying, selling, and evaluation of digital advertising.”
Rival Nielsen’s Digital Ad Ratings (DAR) service also received accreditation as part of the update.
comScore estimates that 80% of invalid traffic is “sophisticated,” meaning it was part of some form of fraud or malware intended to pose as authentic human traffic.comScore’s SIVT detection methodology joins its previously accredited services -- on the MRC’s roster.