comScore single metric for multi-platform audiences

comScore, a specialist in measuring the digital world, has announced an important audience measurement “first” in delivering a single unduplicated multi-platform global audience metric across desktop computers, smartphones and tablets.

This global audience number leverages comScore’s proprietary multi-platform audience de-duplication methodology combined with comprehensive tagging to produce a measure of unique people being reached across the globe.

This initiative was tested in partnership with the News & Information property MailOnline, which had already tagged extensively with comScore. Using the new measure, MailOnline’s unduplicated global audience was recorded at 100.5 million visitors for January 2014 – a full 63 per cent higher than MailOnline’s comScore-measured global desktop-only audience of 61.6 million.

This single audience metric represents the unduplicated reach across PCs, laptops, smartphones and tablets and accounts for website, app and video audiences.

comScore now plans to offer this capability to other leading media brands with a global footprint.

“As more and more websites compete in a global marketplace, we are very excited to provide a credible and independent international audience reach number across all platforms and geographies,” said Mike Pilcher, Senior Vice President Sales EMEA at comScore. “We believe this approach offers great potential to other global media brands seeking to present their full offering to pan-national advertisers and their agencies.”

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