ADSDAQ Exchange an Early Adopter of New comScore Media Metrix 360
Posted by Jay Sears on Mon, Jun 01, 2009 @ 07:25 AM
Everyone loves hybrids. ContextWeb is pleased to be a part of comScore's new Media Metrix 360. The new system combines their existing panel based system with server based measurement.
We see direct benefit to buyers and sellers on our ADSDAQ Exchange, as we said in the announcement today:
"Direct, beacon-based measurement is imperative in order to reflect the true value of ContextWeb's page level targeting across billions of Web pages to advertisers on our ADSDAQ Exchange," said Anand Subramanian, CEO of ContextWeb, Inc. and the ADSDAQ Exchange. "There is no other way to effectively understand our fragmented media environment."
The announcement:
COMSCORE ANNOUNCES MEDIA METRIX 360: THE NEXT GENERATION OF GLOBAL DIGITAL AUDIENCE MEASUREMENT
Revolutionary ‘Panel-Centric Hybrid' Solution Bridges Panel-Based and Web Site Server-Based Measurement
RESTON, VA, May 31, 2009 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the introduction of Media Metrix 360, a ‘panel-centric hybrid' solution to digital audience measurement. The new approach combines person-level measurement from comScore's proprietary 2 million person global panel with Web site server metrics in order to account for 100 percent of a Web site's audience. The new service will reconcile traffic metrics reported from client server-side and ad server data, with fully consistent, hybrid audience measures that can be used for improved planning of online media campaigns, and for evaluating the delivery of those campaigns at an unprecedented level of audience completeness and granularity.
"comScore Media Metrix 360 represents an innovative and elegant measurement solution to the increasingly complex digital media landscape," said Dr. Magid Abraham, comScore President and CEO. "The past few years have seen the rise of global Internet markets, the emergence of new distribution platforms, and a substantial increase in media fragmentation and niche audiences. Through comScore's ‘panel-centric hybrid' approach to audience measurement, we are able to combine the best of both worlds of panel and server-side measurement to bring the industry a comprehensive accounting of the complete digital media universe. Furthermore, this new approach will effectively reconcile panel and server-based measurement and provide unified numbers that are fully consistent with the ad server counts used for advertising payments. In this sense, Media Metrix 360 represents the Web's first true measurement ‘currency.' The Internet industry can depend on comScore to consistently innovate and improve its services to meet the industry's needs, and we will continue to work cooperatively and transparently with various industry organizations to enable our clients to maximize the bottom-line benefit of our innovations."
The rest of the announcement.
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