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BizReport : Trends & Ideas archives : October 31, 2008

comScore adds distributed web content tracking

comScore is addressing the need for marketers to be able to track the reach of distributed web content by significantly extending their existing Media Metrix service.

by Helen Leggatt

comscore logo.gifThe digital research firm has launched 'comScore Extended Web Measurement'. The new service will allow the tracking of distributed web content across third party sites, such as MySpace and Facebook.

Distributed web content, often referred to as applications or widgets, comprises mainly of multimedia content, such as video, music, games or photos which is viewed by Internet users on a site not owned by the content publisher.

According to comScore's recent announcement, examples of the new feature include the ability to track a Slide "FunWall" application appearing on a Facebook profile, a New York Times news widget on LinkedIn, or AOL's Sphere widget appearing on

"With so much distributed content being leveraged for syndication or advertising delivery, both advertisers and publishers have demonstrated an interest in better understanding the reach of these extended content offerings and the nature of their audiences. comScore Extended Web measurement addresses those needs," said Linda Boland Abraham, comScore executive vice president.

Tags: applications, comscore, distributed content, extended web measurement, media metrix, tracking, widgets

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