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Who's Right?

One of the longest running debates in the digital world is over audience measurement methodologies. Despite the fact that advertisers and their agencies largely discount Web site server-based claims of the number of unique visitors in favor of panel-based...
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In Praise of Online Advertising

In my last Metrics Insider column, I wrote about the question of how advertising works. The column generated some great comments, and I got some very thoughtful responses via email; some of you even sent me papers on different components of ad effectiveness...
12% - ights/Blog/In-Praise-of-Online-Advertising

It’s Time to Change the Discussion on Measuring Facebook Effectiveness

comScore is preparing to publish new findings about the effectiveness of paid and earned media exposure on Facebook next week at the ARF Audience Measurement 7.0 conference in New York, along with our release of a new white paper, The Power of Like 2:...
12% - ights/Blog/It-s-Time-to-Change-the-Discussion-on-Measuring-Facebook-Effectiveness

Instagram for Video: Searching for the Next Big Thing

Facebook’s IPO last month was a major milestone event for the social media industry and while there may be ups and downs on the stock price, its rising tide has the ancillary benefit of lifting all other boats in the social media space.
12% - ights/Blog/Instagram-for-Video-Searching-for-the-Next-Big-Thing

Top 10 Mobile Trends of 2010: Highlights from comScore’s Mobile Year in Review

Earlier this week comScore released our inaugural Mobile Year in Review report, a comprehensive 30-page report full of data, charts and graphs highlighting the key mobile media trends of the year in the U.S. EU5 (UK, France, Germany, Spain and Italy),...
12% - ights/Blog/Top-10-Mobile-Trends-of-2010-Highlights-from-comScore-s-Mobile-Year-in-Review

Weather Forecast? Don’t know, check Google...

In December 2010, about 85 million internet users visited Weather websites, representing more than 40% of the US online population. Considering this does not even include those getting their weather from other internet driven sources (apps on their desktops/cell...
12% - ights/Blog/Weather-Forecast-Don-t-know-check-Google

Auto Site Visitor Data Strong Leading Indicator for U.S. Auto Sales

With the credit squeeze, looming recession and high gas prices affecting U.S. consumer behavior, we are increasingly being greeted with ugly headlines foretelling the failures of several core American industries, with the U.S. auto industry at the top...
12% - ights/Blog/Auto-Site-Visitor-Data-Strong-Leading-Indicator-for-U.S.-Auto-Sales

comScore Cookie Deletion Study and its Implications for Internet Audience Measurement

The study shows that cookie deletion is much more frequent and indiscriminate than previously believed. Because of this, we can see that cookie-based measurement techniques, whether using Web site server logs or web analytics software, can over-represent...
12% - ights/Blog/comScore-Cookie-Deletion-Study-and-its-Implications-for-Internet-Audience-Measurement

4 points that brands should consider when using Media Programmatic in 2016

Smart creative executions have more impact when delivered to the right people, under the right conditions. At comScore, we break this down into four areas that combine for what we’d call the “verified impression”. More simply, it’s the question advertisers...
12% - ights/Blog/4-points-that-brands-should-consider-when-using-Media-Programmatic-in-2016

The Importance of Mobile and Multi-Platform Measurement in India

As with the majority of global markets, the number of users accessing the internet via desktop devices has remained relatively static in India in the last couple of years, but to take this as a sign of stagnation within the digital industry would of course...
12% - ights/Blog/The-Importance-of-Mobile-and-Multi-Platform-Measurement-in-India