comScore Rolls Out Mobile Tagging Service

Online measurement specialist comScore has introduced a system for tagging mobile web and app assets, to enhance the measurement of mobile audiences worldwide. To promote the initiative, the firm has partnered with mobile analytics firm Bango.

The new service provides users with the ability to measure audiences - including unique traffic counts, page views, and engagement metrics - across a variety of devices and platforms.

The firm says that due to varying capabilities across platforms, the mobile industry has previously lacked standardized audience metrics across all devices and platforms, which has 'stunted the adoption and growth of mobile advertising'.

Its new mobile-optimized tag system was developed to capture audience usage across all major smartphone platforms, hundreds of feature phones, and next generation devices including tablet computers.

To assist with the initiative, comScore has partnered with Bango, whose clients will have the option to be measured with comScore mobile-optimized tagging.

According to Mark Donovan, SVP of Mobile, the service will allow publishers to 'accurately demonstrate their mobile site's traffic and engagement levels to advertisers looking to use the channel to reach and engage consumers, providing the foundation for a more robust mobile advertising environment'.

Web site: www.comscore.com .