MCLEAN and RESTON, Va., Oct. 3, 2012 /PRNewswire/ -- Gannett Co., Inc. (NYSE: GCI) and comScore, Inc. (NASDAQ: SCOR) today announced an agreement to implement viewable impression measurement across ad campaigns appearing on the new USATODAY.com so that advertisers can quantify ads with the greatest ability to deliver an impact. The new USA TODAY offering leverages comScore's validated Campaign Essentials (vCE) and Digital Analytix Monetization tools to optimize inventory and validate that digital ad impressions have been seen by a desired target audience, a clear requirement for delivering superior advertising performance and the accountability the industry has long needed. The implementation of validated impression measurement is part of USA TODAY's overall strategy of creating a premium advertising environment through guaranteed viewability and large-canvas advertising integrated into the user experience. "Gannett's vision is to make our digital audience the advertiser's audience by bringing all of the marketers' best assets to our site experience, rather than requiring someone to click off to another site," said David Payne, Gannett's Chief Digital Officer. "All impressions are not created equal, and we believe that by taking these significant steps to ensure viewability and targeting of large premium ads, we can create a vehicle where marketers can best showcase their products." "We applaud Gannett for taking a leadership role, beginning with USATODAY.com, as one of the first companies to move the industry towards the validated impression standard which not only delivers accountability, transparency and improved performance for advertisers, but also provides a vastly improved web experience for consumers," said Anthony Psacharopoulos, Senior Vice President, comScore. "comScore vCE and Digital Analytix Monetization help premium publishers optimize their ad packages and give their advertising partners increased confidence that campaigns will be viewed, delivered on-target, and achieve the desired results." About Digital Analytix MonetizationDigital Analytix Monetization provides publishers with the capability to perform seamless viewability-based inventory analysis and planning. With Digital Analytix Monetization, publishers can access ad viewability, duration and revenue data directly within the analytics reporting platform. They can use viewability data to better price placements and impressions based on their ability to engage and affect a reader. Publishers will also gain insights through site metrics integration at the placement, page, section and site level, and analyze performance to help them repackage placements while optimizing inventory and margins. Monetization allows publishers to price their placements and packages to accurately reflect the quality of their content.