ComScore isn’t new to cross-platform measurement – it bought mobile measurement tool M:Metrics in 2008 and acquired the product division of mobile analytics platform Nexius in 2010. But comScore has evolved since then, Matta said, in that it’s no longer “relying only on a meter and a panel.”
“We have an enormous base where we tag a bunch of different sites for display, video, mobile, apps [and] OTT, and it’s the combination of the metering, which we still have both on the PC and mobile, plus all of the additional tags we have now,” he explained.
While comScore’s digital and offline measurement operations are enabled by key data partnerships with companies like Datalogix, it is also working to enhance its existing video and TV data asset by developing a cross-platform partnership with broadcasters like NBC and ESPN, and trade consortiums like The Coalition for Innovative Media Measurement, Matta said. In some instances, comScore has helped broadcast partners demonstrate 10-30% greater digital viewership by layering in new data.
“We’re also taking steps to show the quality of [publisher] inventory, quality of bids and whether [an impression was] viewable or not,” he added. Although Matta says comScore is not interested in using its data access for ad targeting, “we truly think of ourselves as the ref. We need to make these metrics transparent, and if they come from an independent third party like us, it helps the overall ecosystem.”