ComScore said its new validated Campaign Essentials online video ratings...
ComScore said its new validated Campaign Essentials online video ratings service will let clients “better align video campaign measurement with TV” by providing validated gross ratings points (GRPs). The service will provide traditional and validated audience metrics of an ad’s…
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viewability, it said. That includes reach, frequency, GRPs, target ratings points (TRPs) and validated GRPs and TRPs. “Video campaign GRPs were a necessary first step to facilitate cross-media planning with TV, but viewability represents a giant leap forward in video’s quest for TV dollars,” Mark Trefgarne, CEO of LiveRail, said in a press release. “It introduces a new standard for validated views that begins to leverage the immense measurement capabilities of digital video for traditional TV buyers."