ComScore Viewability is a self-service tool reporting display and video view metrics that means clients can continuously measure digital campaigns within and across publishers and ad networks.

Dan Hess, executive vice-president of products at comScore, said: “By offering free viewability measurement, we’re taking a stand to help marketers benefit from more meaningful metrics, such as who is truly being reached and the impact of creative and placement decisions.”

“If we’re to achieve true cross-platform measurement, we need to be confident that impressions are being measured on the same ‘opportunity to see’ basis that has been a standard for decades in television.”

Viewability uses the same measurement tag and technology as comScore’s validated Campaign Essentials (vCE) so the metrics align. While vCE is accredited by the Media Rating Council (MRC), Viewability currently isn't.