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comScore introduces free viewability measurement across digital ad market
MUMBAI: comScore will offer free viewability measurement to clients across global markets. comScore Viewability allows digital media buyers and sellers to measure viewability rates across display, video, and mobile inventory. The new service will deliver key metrics for display and video campaigns across mobile and desktop platforms.
comScore announced that it will offer free viewability measurement to clients across global markets. comScore Viewability is a baseline offering that allows digital media buyers and sellers to measure viewability rates across display, video, and mobile inventory. This initiative promotes trust and transparency in digital advertising and improves cross-media comparability.
ComScore’s move to eliminate fees on metrics coincides with its launch of a self-serve interface that integrates both its fraud detection and viewability reporting.The product, which was partly built on comScore’s acquisition of MdotLabs, will be generally available by June, said comScore CEO Gian Fulgoni.
Viewability is an increasingly expected part of advertising verification, but can consume measurement budgets and displace other important campaign metrics. As a result, ad effectiveness is often gauged by viewability metrics alone, even though these speak only to whether or not an ad impression is seen and not whether it made an impact.
By enabling media buyers and sellers to measure viewability at no cost, comScore Viewability increases clients’ ability to focus on deeper performance metrics, such as reach within geographic and demographic targets and lift in brand awareness, purchase intent, visitation or product sales.
“Viewability is critical, but for too long it has dominated industry discussion at the expense of other metrics that also really matter,” said Dan Hess, executive vice president of products at comScore. “We think it’s time to make viewability a table stake for digital advertising, and move the market forward to a broader realm of more meaningful ad measurement across platforms.”
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Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
