Scoring with Comscore: A Data Driven Approach for Winning Insights on Sports and Fans
With the forthcoming deprecation of third-party IDs, the digital landscape is evolving, and audience measurement must evolve, too.
Comscore is now introducing Unified Digital Measurement 2.0, the next generation of our Unified Digital Measurement (UDM), which will be powered by a new enhanced methodology that utilizes first-party IDs from publishers in place of third-party signals. This enhancement to our MyMetrix suite will ensure that publishers, agencies, and advertisers can continue to measure and report on audiences with the same granularity and precision that they have come to expect from Comscore.
Our ask of you is to update your existing Web Page and Streaming Video tags before January 15, 2024 to ensure we can provide you with a private beta view ahead of release.
Our dedicated team will be there to support you each step of the way during this transition. We will be leveraging this portal for all UDM 2.0 resources so that you can get started now, and we will be reaching out shortly to provide additional support.
At Comscore, our goal is to unify and modernize measurement for a cross-screen world. The move to UDM 2.0 is a necessary step to preserve fidelity and advance audience measurement.
We have included introductory resources and an overview of our Unified Digital Methodology 2.0 that will power our MMX product suite.
Preparing for UDM 2.0: Your First-Party Data Options
Important note: This change will not be reflected in your current measurement reporting, but instead enter you into a private BETA view to see the impacts of data collection and processing.
To get started, view these updated tagging implementation guides:
1. Update tags to include new parameters
2. First-party cookie enablement in existing Comscore tags
Note: While we are asking clients to update all three platform tags listed above, the ONLY two which would revert to panel only in the near term once UDM 2.0 launches (if 1P IDs are not included) are the web page and web video tags, as the deprecation of third-party cookies impacts our browser-based environments. On the mobile app side, we currently have other identifiers that we are still utilizing to calculate a Unique Visitors metric. We know some of those IDs (Advertising IDs etc. – that collect data across unrelated apps) may be heading in the same direction as the third-party cookie. Therefore, we recommend updating Mobile App SDKs with 1P IDs as well. However, publishers should prioritize updating the tags for web page and web video, followed by mobile apps.
Note: There is no extra tagging work required for in-app video (as we can pull all 1P data from the SDK itself) or for CTV (Connected TV) (not in scope for the release of UDM 2.0).
In an effort to be as accommodating and flexible as possible, Comscore offers two solutions for 1P data inclusion on the web page tag:
1P cookie approach:
Example script below:
Change the CLIENT_ID with their c2 ID
Please use the link below to download our Privacy FAQs.