Аудит качества рекламного инвентаря на примере проекта Rambler&Co (Viewability, Invalid Traffic) Сергей Онищенко, Директор по продажам в России и СНГ, comScore Илья Царьков, Руководитель группы социологических исследований, Rambler&Co

1. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Total display inventory @ Rambler&Co Ad Validation (IVT)
Sergey Onishenko Sales Director @comScore
Ilya Tsarkov Group Lead of Sociological Research @Rambler&Co

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Viewability
Invalid Traffic
Brand Safety
Geography
Demographics, GRPs, Behaviors

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=
Census Panel
comScore’s global two million person
panel is used in conjunction with
census-data to validate target
audience delivery
A single ad tag is appended to every creative
to provide a complete view of
campaign delivery
How does vCE work?
• household size
• ethnicity
• behavioral segments
audience
 age
 gender
 household income
in-view
geography
brand safety
invalid traffic

4. © comScore, Inc. Proprietary. 4
comScore leads the evolution of campaign measurement
Extended audience
measurement to
ad campaigns
2005
comScore Custom
Analysis
2011
Incorporated
ad verification &
viewability
2014
Enhanced IVT
technology with
advanced
expertise
Unduplicated
audience &
verification
2012
2012 2013
Incorporated
demographic
partners for
added scale
2002
Foundation in
audience
& IVT
2010
Launched
audience
verification
product
2015
Integrated
comScore
metrics into
programmatic

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Use a single tag to get an accurate measure of
unduplicated impressions that are:
 viewable
 human
 brand safe
 in-geography
 in-target
This is the clean number of impressions with the
opportunity to have an impact on your audience
Validated in-target audience delivery is the ultimate goal

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• Delivers 95% measurement
coverage for display
Understand the true viewability of your campaigns
Viewability
• Removes IVT up front to deliver a
clean read of human consumer views
• Provides display and video, PC and
mobile viewability in one tool*
Complete viewability measurement:
MRC accreditation applies to display and video. Impressions, Views and related metrics for Mobile ads have
not been reviewed by the MRC for accreditation at this time. vCE does not currently report video viewability
for mobile.

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• General and Sophisticated IVT removed
from both audience and viewability metrics
• Diagnostic intelligence detects IVT and
identifies source for actionability
• Team of data scientists from MdotLabs runs
cybersecurity, machine learning and
anomaly detection practices
Ad Tags
Census Tags
Human Panel
comScore technology removes IVT beyond the basics
Triple Detection Technology
Invalid Traffic
The MRC accreditation for vCE ad validation includes advanced IVT filtration techniques.

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Mouse movement correlates
with attention.
If a consumer hovers over an
ad for .5 seconds or more,
this strongly indicates
engagement with the ad –
without needing a click.
vCE delivers an engagement metric accredited by the MRC
Understand which placements
result in the strongest
consumer engagement
Engagement

9. © comScore, Inc. Proprietary. 9
The Ad Validation Suite in vCE™ is MRC Accredited
*MRC accreditation for vCE Validation applies to display and video measurement only.
Engagement
Invalid traffic
In-country delivery
Brand safety
Viewability

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