In US, comScore Receives MRC Accreditation for Sophisticated Invalid Traffic (SIVT) Detection Capabilities

US, November 7, 2016 – comScore (NASDAQ: SCOR) announced that the company has been granted accreditation by the Media Rating Council (MRC) for Sophisticated Invalid Traffic (SIVT*) detection and filtration of desktop and mobile web traffic. With this announcement, comScore becomes the first company 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.

“Our research shows that 80 percent of global IVT is Sophisticated, making it essential that buyers and sellers employ advanced techniques to remove fraudulent data,” said Dan Hess, [pictured] executive vice president of products at comScore. “This needs to happen throughout the entire campaign process -- from planning through performance evaluation -- for an advertiser to measure true campaign lift and ROI. Detecting and filtering Sophisticated IVT is a key part of our commitment to help clients increase the value of their audiences and advertising, and we’re thrilled that the MRC has accredited our solutions.” More…