comScore has updated its multi-platform advertising measurement product, called validated Campaign Essentials (vCE), with new features for fraud protection and expanded industry accreditation, in hopes of regaining some steam as the top third-party digital advertising measurement company. The update comes as advertisers’ voice growing concerns about digital advertising efficacy in the face of issues such as ad fraud, ad-blocking, and viewability. This week, the world’s largest advertiser P&G is leading the charge: P&G’s chief marketing officer Marc Pritchard called on digital advertising giants Facebook and Google to implement more thorough third-party verification for advertising systems. P&G’s stance on the topic follows similar messaging that emerged from advertisers during the recent Interactive Advertisers Bureau’s (IAB) leadership forum. “We have a media…