comScore introduces new digital audience measurement solution

comScore has this week announced the introduction of Media Metrix 360, a 'panel-centric hybrid' solution to digital audience measurement.

by Helen Leggatt

The new approach combines person-level measurement from comScore's 2 million person international panel with website server data in order to account for 100% of a website's audience.

The move will appease those that favor panel-based metrics as well as those who prefer data collected from site servers. In addition, agencies and publishers will have access to more accurate data on which to base media placements.

comScore is also set to launch a new "universe report" which will add in Internet usage outside of the home or work such as libraries, schools and Internet cafes and access to the Internet via mobile devices.

"comScore's panel centric-hybrid approach will increase quality, reliability and trust of all online metrics," said Judit Nagy, VP Market Research, MySpace. "The new methodology will capture multi-location based online activities, and will have the ability to track the ever evolving social 'net."

"comScore is taking Internet measurement to the next level, if not to the highest sophistication level, ever, and delivers on the long awaited mantra 'Internet is the most measurable media.'"

Tags: comScore, online metrics, panel-based measurement, service metrics, universe report