ComScore Debuts Facebook Demo Metrics

ComScore today announced the introduction of Facebook demographic metrics to its validated Campaign Essentials (vCE) campaign measurement suite. Beginning next month, vCE will include measurement of both display and video ads that run on desktop and mobile platforms on Facebook, Instagram and the Facebook Audience Network.

The availability of these new metrics — including demographics, reach, frequency and GRPs — comes in addition to viewability reporting for Facebook campaigns, which comScore introduced in vCE last year.

“The addition of demographic reporting for Facebook ads in vCE marks another step forward in providing advertisers and agencies with transparent, uniform measurement across all platforms and devices,” said Gabe Goldstein, senior director of product management at comScore. “We’re also pleased to offer both demographic and viewability metrics for Facebook and Instagram campaigns – a testament to our goal of easing the complexity of campaign measurement for our clients.”

In addition to the inclusion of Facebook demographic and viewability data, comScore has made several other advances in its vCE offering in the past year. These include enhancing sophisticated ad fraud prevention, expanding reporting capabilities and earning third-party accreditations, all with the goal of providing greater transparency in the digital advertising ecosystem.