RESTON, Va., Nov. 19, 2020 /PRNewswire/ -- Comscore
(Nasdaq: SCOR), a trusted partner for planning, transacting and
evaluating media across platforms, today announced that the US
Patent and Trademark Office (USPTO) has granted its patent on
"Fraudulent Traffic Detection and Estimation".
This patent covers Comscore's process of detecting fraudulent or
invalid traffic (IVT) based on known fraudulent traffic in a
control group. The technology identifies characteristics from the
control group, which are then used to identify IVT in a set of
measured traffic, for example views of an online ad, or page visits
to a web site. By removing the invalid traffic and adjusting
click-through rates, Comscore is able to provide advertisers with
more accurate and reliable measurement of the performance of
advertising campaigns. Those seeking further information can
reference US Pat. No. 10,832,280.
"This latest patent builds on Comscore's superior IVT detection
capabilities and adds to the strength of our industry-leading
technology," said Bill Livek, CEO,
Comscore.
In 2016, Comscore was the first company to offer both content
and campaign measurement leveraging MRC-accredited sophisticated
IVT ("SIVT") filtration, including Media Metrix Desktop and
validated Campaign Essentials™ (vCE®) for desktop and
mobile web. Its accreditation was extended to include
vCE® in mobile application environments in 2017. The
underlying detection capabilities are applied throughout Comscore's
digital product portfolio.
Comscore's commitment to innovation is underscored by the
numerous U.S. patents it has been granted over the last five years,
including a recent patent for household viewership
aggregation. Comscore has brought substantial privacy-conscious
digital and TV product innovation to the market as part
of a comprehensive roadmap for delivering superior
measurement in a cookieless world.
About Comscore
Comscore (NASDAQ: SCOR) is a trusted
partner for planning, transacting and evaluating media across
platforms. With a data footprint that combines digital, linear TV,
over-the-top and theatrical viewership intelligence with advanced
audience insights, Comscore allows media buyers and sellers to
quantify their multiscreen behavior and make business decisions
with confidence. A proven leader in measuring digital and TV
audiences and advertising at scale, Comscore is the industry's
emerging, third-party source for reliable and comprehensive
cross-platform measurement. To learn more, visit
www.comscore.com
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SOURCE Comscore