ComScore adds another MRC accreditation
April 20, 2016
ComScore did not add “nya, nya, nya, nya to Nielsen” in its press release announcing the move, but it may as well have. These days the rivalry between the two measurement companies makes every accomplishment by one of them a perceived blow to the other.
ComScore said Tuesday it has added another product to its list of those accredited by the Media Rating Council.
The MRC has granted accreditation of the Audience module of comScore’s validated Campaign Essentials 2.0 (vCE 2.0) product, the company’s fourth system to be accredited by the MRC.
As the name indicates, the Audience model of vCE 2.0 measures audience components of digital campaigns, including age, gender and behavior-based ethnicity demographics, allowing advertisers access to data such as reach, frequency and gross ratings points (GRPs).
The MRC previously accredited the Validation module of the vCE 2.0 system, which gives advertisers unduplicated impression data for ads that are viewable, placed in the desired geography and on sites that feature appropriate content without invalid traffic.
Earlier this year the MRC accredited comScore’s Media Metrix digital audience measurement service. And five years ago the MRC accredited the company’s comScore Direct service, which uses census-level site measurement.
It’s all part of comScore’s push to compete more closely with Nielsen. Earlier this year it completed its merger with Rentrak, the TV ratings service, which led to the rollout of new cross-platform ratings.
The company released its first wave of cross-platform ratings to clients this week, with syndicated data available in the fall.
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