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comScore Unveils 'All Device' Measurement Tool

June 23 2011

Online measurement specialist comScore has introduced a new service called 'Device Essential', for measuring digital traffic from 'all devices' - including computers, mobile phones, tables, music players, e-readers and gaming devices.

Serge MattaThe system is based on comScore's Unified Digital Measurement (UDM) data, which uses census-level information from tagged web page content to provide publishers and advertisers with a 'comprehensive view' of online audiences.

Device Essentials, which will initially report exclusively on page view activity, includes comScore's first publicly available data showing device activity by connection type and device category.

Reporting capabilities include areas such as carrier share of smartphone traffic; traffic of site content categories by carrier, OS, and device type; mobile HTML v standard HTML traffic by content by device type; and WiFi v non-WiFi traffic.

States Serge Matta, comScore's EVP of Telecom and Wireless: 'Using our proprietary global UDM data set, we have been able to develop an expansive profile of traffic patterns across device type, connection type and geography which delivers the critical insight needed by wireless carriers, OEMs, publishers and app developers to optimize their marketing strategies and customer experience.'

Web site: www.comscore.com .

All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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