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comScore Tests New Multi-Platform Measure

November 29 2012

Digital audience measurement giant comScore has announced the US Beta release of its new tool, MMX Multi-Platform, which promises unduplicated accounting of audience size and demographics across multiple devices.

comScore Tests New Multi-Platform MeasureThe product builds on comScore's MMX, Mobile Metrix and Video Metrix services, all part of its Audience Analytics suite, and gives viewing figures for 'traditional' and mobile-optimised web pages, mobile/tablet apps and video content. While Beta testing is expected to last several months, giving a thorough validation, comScore has released a number of comparative, illustrative metrics to show how the combined and de-duped ratings will show a different and more accurate picture compared with current systems.

The firm's multi-platform measurement is built around its proprietary Unified Digital Measurement (UDM) methodology, which combines panel and census-based approaches. EVP Jeff Hackett comments: 'We are excited to introduce our Beta version of MMX Multi-Platform, the next generation in digital audience measurement offering a unified 360-degree view of digital consumer behavior across platforms and content types. With smartphones and tablets accounting for a rapidly expanding share of digital media consumption, comScore recognized the need to evolve our industry-leading audience measurement product to better represent this new paradigm.'

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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