comScore has made its ad viewability measurement tool available for everyone to use for free. comScore Viewability is a self-service tool that allows users to sign up to view ad campaign viewability measurements across display, video, desktop and mobile. The company hopes that by providing reliable and consistent viewability metrics, it will allow advertisers to better understand things such as the impact of creative and placement decisions. A spokesperson from comScore commented on the roll out, saying: “By making viewability a given, we're enabling clients to connect the dots and understand the total impact of advertising investments across both digital and TV”. It also hopes that improved viewability metrics will help to increase trust and transparency within the advertising industry.