comScore in partnership to expand cross-platform measurement services

Reston, Va. -- comScore has entered into a partnership with the Coalition for Innovative Media Measurement (CIMM) to expand its cross-platform measurement service that provides a continuous view and measurement of media usage across TV, radio, desktop, smartphone and mobile.

This next phase will allow media companies, marketers and advertising agencies the opportunity to measure things such as multi-platform advertising, mobile video, time-shifted viewing such as DVR playback and children’s viewing.

According to comScore, the innovations build upon the firm’s methods of addressing the cross-platform measurement challenge during its initial phase, known as Project Blueprint. The initial proof of concept, done in collaboration with Arbitron and ESPN, expanded comScore’s existing multi-platform audience de-duplication methodology for desktop, smartphone and tablet Internet usage to TV and radio in order to deliver the industry’s first unified view of these five major media platforms.

“In teaming with CIMM and our other collaborators, we look forward to expanding our cross-platform measurement service to help solve the media industry’s foremost challenge of measuring audiences for content and advertising in today’s multi-platform world,” said comScore president Serge Matta. “The expansion of this service seeks to address some of the more important challenges, such as multi-platform ad exposure and measurement of mobile video and time-shifted video. With accurate accounting of media consumption at a granular level across all the major media platforms, brands will now have the opportunity to understand their audiences in a more holistic fashion.”

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