Announcement Highlights Momentum for New Methodology, Which Combines Panel and Web Site Server Data for Unified Approach to Digital Audience Measurement
Santiago, Chile September 9, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced that strong industry support has emerged in Chile for Comscore’s MMX 360 unified solution to digital audience measurement. The service, which is available across Latin America, combines both panel and site server-based measurement approaches for measuring digital consumer behavior to provide a harmonized audience measurement solution. The enhanced methodology accounts for the full universe of Internet usage, including traffic from Internet cafes and mobile devices.
“Comscore MMX 360 represents a significant innovation in digital audience measurement and we are delighted to see IAB Chile demonstrate their clear endorsement of this methodological approach through their participation,” said Alejandro Fosk, senior vice president and general manager of Comscore Latin America. “We believe this represents a significant milestone in the continued development of a vibrant digital media economy in Latin America and we commend the IAB Chile as pioneers in adopting this methodology. The IAB Chile’s commitment to innovation and history of leadership in the Latin American digital media community has been instrumental to its success to date, and they are now helping forge a path towards an even brighter future.”
MMX 360 helps reconcile the long-standing debate between panel-based audience measurement data and server-side web analytics data by combining these two approaches into a unified data set. A unique feature of this service is the “universe report,” which provides visibility into the entire universe of Internet usage, including access to Web sites from mobile devices and computers outside of home and work locations (such as Internet cafes). MMX 360 also accounts for web browsing on mobile devices accessed via WiFi, a segment of traffic not currently captured in mobile operator log data.
Latin America Digital Media Industry Leaders Voice Support for Comscore MMX 360
“We believe these new metrics will allow us to generate consistency between the data from two different sources and methodologies; this will give the market more clarity and transparency. We can also adjust traffic and link data from Comscore according to Certifica metrics, thus improving the quality of these metrics. We think it is a significant advancement for the industry,” said Gabriel Argel A., IAB Chile Study Commission President and USA Market Planning and Analyses Deputy Manager, Terra Latin America.
“I believe it is invaluable for clients and publishers to have a metrics system that, by itself, clarifies penetration and scope of the sites both qualitative and quantitatively without needing to make language more complicated. Clear and simple numbers contribute to attracting new actors to the market and this is one of IAB Chile’s main objectives,” said Maria Paz Moya, Head of the Metrics Committee at IAB Chile and Multimedia General Manager of La Nacion Media Company.
“We believe these new numbers will help to have more representative data of the reality of each media, which in turn will help agencies to make better decisions when planning online media,” said Enzo Yacometti, President of IAB Chile and Strategy Director of Television Nacional de Chile.
About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.