Road to a Complete Measurement of the Peruvian Market

During the Comscore Day 2016 event in Peru, different industry leaders gathered to discuss how to move towards complete digital measurement. The industry must adapt to the digital advertising market to better measure audiences. Segmenting and measuring based on cookies can lead to planning, evaluating and executing the campaign incorrectly.

Some of the topics highlighted during the event were:

• 37% of the Peruvian population uses the Internet and the average age of users is 26 years old.
• The growth of online advertising spending from 2013 to 2014 in Peru was 40%.
• The two most widely used Internet measurement systems are Site Centric solutions and User Centric solutions.
• Why is the difference between unique cookie browser and persons so different?
• Can using only cookie-based measurement exaggerate monthly unique visitors to a site by a factor of 2.4X?

Speakers:
Alejandro Fosk, SVP Latin America, Comscore, Inc.
Iván Marchant, VP Peru, Mexico and Central America, Comscore, Inc.