The company claimed that this would help promote trust and transparency in digital advertising as well as improve cross-media comparability.

Viewability will be available globally this summer and will allow clients to focus on performance metrics such as reach within geographic and demographic targets and lift in brand awareness, purchase intent, visitation or product sales.

Dan Hess, executive vice-president of products at comScore, said: "Viewability is critical, but for too long it has dominated industry discussion at the expense of other metrics that also really matter.

"We think it’s time to move the market forward to a broader realm of more meaningful ad measurement across platforms."