Comscore Claims Person-Level Measurement Breakthrough

Comscore says it has developed 'the next generation of personification methodology', which will bring person-level measurement to its video products, expanding on its existing household-level information.

The new approach estimates which person or persons in a household are viewing a given unit of content, tapping the firm's 'massive and passive' data on viewing behaviour to mitigate what it says is the 'small sample size and panel bias that is inherent in the current third-party framework'.

Chief Product Officer David Algranati (pictured) comments: 'I am very proud to announce this measurement innovation, as it represents another major step in Comscore's independence from third-party legacy solutions that are failing and more directly aligns with our cross-platform vision. Our Analytics and Innovation teams have been conducting R&D on potential solutions for a new and improved personification method for several years. Comscore's personification will be a proprietary blend of data sources that will evolve alongside other methodology components, adhering to our principle of using the best-in-class data assets for each segment of the media landscape'.

Web site: www.comscore.com .