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Will Hodgman

Will Hodgman is a veteran marketer and a successful entrepreneur. Hodgman's career spans global advertising, marketing, media and measurement. He has founded, built and managed a variety of new media measurement companies.

Hodgman joined comScore in May 2008 with its acquisition of M:Metrics, the recognized leader in mobile measurement. Hodgman co-founded M:Metrics in early 2004, and was responsible for its strategic direction as president, CEO and director.

Prior to M:Metrics, Hodgman was president and CEO of Sightward, Inc., a predictive analytics company. At Sightward he radically shifted the company's direction from an enterprise offering to a hosted service, resulting in a profitable sale to Digital Connexxions, a deal Hodgman brokered. Before Sightward, Hodgman was executive vice president of NetRatings, provider of the Nielsen//NetRatings services, where he was responsible for the company's product offerings, sales, marketing, measurement science and business development. He came to NetRatings by way of Jupiter Media Metrix, where he served as president of measurement after Jupiter Media Metrix acquired AdRelevance, a company he founded.

Early in his career, Hodgman held executive positions at the largest global marketing communication company, Interpublic Group of Companies. There, he managed advertising for some of the world's most well-known brands.

Hodgman is a nationally recognized speaker on the subjects of marketing, advertising, and new media measurement. He is also a member of the Board of Advisors for the Masters Program in Digital Media at the University of Washington.

Hodgman received a bachelor's degree in English literature from Williams College.



June 11, 2008

comScore Rings Up Mobile

Hi, I'm Will Hodgman one of the founders, along with Seamus McAteer, of M:Metrics. Now that M:Metrics is a part of comScore, I have to say that I feel like I have come home, again. In 1999, my first company – Ad Relevance - was bought by Media Metrix. Now, nine years later, comScore, which bought Media Metrix in 2002, buys M:Metrics. There is a digital symmetry to this. It’s easy to put the digital bread crumbs together, but there is more karma than logic here. I may be the only person in the world who has been a Senior Executive for the following four digital measurement companies – comScore, Media Metrix, NetRatings (aka, Nielsen Online), and (ok a slight cheat, I was on their Board of Directors) Hitwise – not at the same time, of course.

I believe I have learned a lot. Digital media measurement has been part solving chaos, part media science, and part art. We are blessed by the people and technical innovation that allows us to do all three. We, in the counting business, are also blessed that digital media is like rabbits. With rabbits, there are lots of bunnies. The bunnies grow up and become rabbits. Rabbits make more bunnies.

We are certainly at the sharp-end of media and measurement convergence. We are turning the corner to include what I see as the "measurement of the ONE". Measurement as a practice has evolved to include: the many (HH, TV), the few (Internet, home, work and school) and now the one (mobile). The future is arriving at a rapid pace.

In the meantime, M:Metrics and comScore have combined forces to measure wire-line and wireless access across devices, locations, people and countries. This is wildly exciting. As clients expect more, they will get more.

Thank you and I look forward to speaking with you regularly from the comScore blog.

Posted by Will Hodgman on June 11, 2008 4:50 PM
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