Audience measurement firm comScore has been granted accreditation by industry ratings watchdog Media Rating Council (MRC) for its mobile viewable impressions and related viewability metrics for display and video ads, in mobile web and in-app.
The accreditation, which applies to comScore’s Campaign Essentials (vCE) service, is an important stamp of approval for comScore, which has been battered by Wall Street investors due to its inability to report required financial data. Last week, comScore disclosed that it is at risk of having its shares delisted from the Nasdaq stock exchange.
While MRC accreditation is not required for audience measurement ratings to serve as “currency” for advertising and media buys, it provides confidence that the measurement firm is complying with what it says it is doing.
comScore previously received MRC accreditation for other services, including its Sophisticated Invalid Traffic detection method across desktop and mobile Web.