comScore to Deliver Two Metrics for Ad Networks

Online measurement agency comScore is now providing two ways to measure audiences of online advertising networks - the 'potential reach' for each network, and an 'actual reach' reading.

'Potential reach' gives the number of unduplicated visitors to all sites with which each ad network has contracted to deliver advertising. It represents the largest potential reach a network could deliver if all parts of the network are used to deliver ads.

'Actual reach' represents the reach of the ads that are actually served by the network during a given reporting period.

comScore President & CEO Magid Abraham says that the two toolsets provide the information that ad agencies need when they are deciding which advertising networks to use to place advertising: 'Ad networks are a vital means of monetizing most web sites and delivering high reach to advertisers. These new metrics provide ad networks, agencies and advertisers with the accurate information needed for buying and selling advertising.'

comScore, which provides digital consumer behaviour and attitude information based on a global cross-section of more than 2 million consumers, is on the web at www.comscore.com .

The firm recently partnered with marketing analytics firm Acxiom to launch a tool which allows ad agencies and marketers to segment online and offline audiences by different 'lifestage' segments.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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