comScore Rolls Out Hybrid Solution in Asia Pacific

Online measurement firm comScore has rolled out its Media Metrix 360 'panel-centric' solution in the Asia Pacific region.

The approach, which was launched last June, combines person-level measurement from comScore's proprietary 2 million person global panel, with web site server metrics.

This, the firm says, offers a 'uniquely comprehensive measure' of Internet usage, including traffic from Internet cafes and mobile devices, which it says are both significant drivers of web usage across Asia Pacific.

To speed up the implementation of the unified measurement approach, comScore has partnered with web analytics specialist Omniture, to enable organizations to unify their web analytics and panel-based audience measurement information.

'We are confident this service will revolutionize the digital measurement landscape in the Asia Pacific region,' stated comScore Asia Pacific EVP, Will Hodgman. 'Through this unified approach, comScore and Omniture are providing the web with a global measurement currency for online advertising.'

The service, which is currently available in the US, Canada and select markets in Europe and Latin America, will be rolled out into all Asia Pacific country reports in the first quarter of 2010.

Web site: www.comscore.com .