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