Alejandro Fosk from comScore: To have an impact on digital campaigns it is necessary to control visibility, scope and brand security

For Alejandro Fosk, SVP and General Manager for Latin America at comScore, campaigns executed in a creative and intelligent manner have a greater impact when they are delivered to the adequate people and in favorable conditions. “At comScore we break down the analysis in four interrelated areas that, as a whole, we can refer to as the verified impression. More specifically, it is about answering every advertiser’s question: Has my advertising been seen by my human goal audience in a safe environment for the brand?” says Fosk.The four pillars are invalid traffic detection (IVT), viewability, audience reach and brand safety. “Whilst they are distinct and detailed topics individually, having all four under control leads to an end result greater than the sum of its parts” says Fosk in an article on the comScore website. By controlling these basic principles, advertisers and their agencies give digital campaigns more possibilities of having an impact both on the brand as well as performance measurements. He highlights the importance of detecting invalid traffic. “Although the vehicles are different and evolving, they share the goal of channeling legitimate advertising revenue into fraudsters’ pockets in an undetected manner.”