- June 11, 2008

Comscore Rings Up Mobile

Will Hodgman
EVP - International and JICM

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.

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