comScore has announced the launch of its ad tracking service, Ad Metrix within the U.K.
The service offers details about where display ads are viewed online and the demographic information of the audience reached. Ad Metrix also captures multiple varieties of display advertising, including banner ads, rich media and video ads.
“comScore Ad Metrix is the first online advertising measurement service in the U.K. to accurately account for the total number of display ads viewed online and attribute those views to the specific users exposed, as well as to the publishers displaying the ads and the advertisers responsible for their content,” said Mike Read, SVP and managing director, comScore Europe.
Facebook ranked as the top U.K. display ad publisher in April with 12.5 billion ad views (21.6% market share) reaching 22 million people online. Microsoft ranked second with 3.8 billion ad views (6.5%), and eBay landed in the third spot with 2.9 billion ad views (4.9%).
AOL closely trailed eBay with 2.4 billion ad views (4.3%) and Yahoo rounded out the top five with 2 billion ad views (3.5%).
The ranking of the top 10 display advertisers was led by telecom companies. With a major online advertising campaign promoting the availability of the iPhone on contract, Telefonica 02 ranked as the top display advertiser in April with 1.1 billion ad views (1.9% market share) reaching 29.2 million people.
Other top display advertisers included T-Mobile with 750 million ad views (1.3 percent share), dieting service Oneweek.co.uk with 610 million ad views (1.1 percent share) and Royal Mail Group.
