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Viewability Is Free…So What’s Next?

The goal of advertising is and always has been to have an impact. While it is critically important for an ad to get seen, viewability is not a measure of effectiveness; it is a table stake for digital advertising. With comScore offering free viewability measurement to media buyers and sellers, this presentation will focus on success metrics that provide a greater understanding of campaign performance, such as campaign reach and frequency, GRPs, in-target delivery and brand lift.

Joe Nguyen, Senior Vice President, Asia Pacific, comScore