comScore has been granted accreditation by the Media Rating Council (MRC) for its Sophisticated Invalid Traffic (SIVT) detection and filtration of mobile in-app traffic, putting comScore among the first measurement providers to offer MRC accredited SIVT protection for campaigns across desktop, mobile web and in-app digital platforms, the company said.
This latest milestone expands upon comScore´s 2016 previously granted SIVT accreditation for vCE and the desktop-based Media Metrix services, which made the company the first measurement provider to gain accreditation for SIVT practices for both content and campaign measurement. Addressing the ongoing threat of invalid traffic requires sophisticated data science techniques to detect and filter suspicious activity.
The MRC´s definition of Sophisticated IVT includes “traffic identified through advanced analytics, multipoint corroboration, human intervention–such as hijacked devices, ad tags, or creative; adware; malware; misappropriated content.”
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