• by Tyler Loechner  @mp_tyler, June 3, 2015

As the industry comes to grips with what “viewability” actually means and how it can be used in advertising, large media measurement firms continue to expand their offerings as it relates to in-view ads.

Just one month after the Media Rating Council (MRC) gave its initial guidance on what constitutes a mobile viewable ad, comScore has added mobile viewability measurement to its validated Campaign Essentials (vCE) offering. In addition, comScore’s mobile measurement offering includes validation metrics and “unduplicated” audience measurement.

Marketers using comScore for media measurement can now track campaign metrics for mobile, display and video through a single tool. The measurements are available on a daily basis, per a release.

“Marketers are increasingly focused on cross-media campaigns,” stated Anne Hunter, senior vice president at comScore. “With the addition of ad validation it finally allows comparison of mobile to other media, such as TV, and to better optimize their marketing mix.”

Agencies, brands and tech companies that will use comScore’s new offering include Starcom MediaVest Group, Dentsu Aegis Network, Pandora, Tremor Video, FreeWheel and more.

“In a world where having multiple devices is the norm and consumers can so easily personalize their media experiences, it’s more important than ever that we have access to granular data about campaign performance across screens,” stated Jen Soch, EVP and managing director of digital investment at Dentu’s Amplifi U.S.