ComScore – the famous internet marketing company has opened its offices in Spain and Portugal. This recent move was followed by the introduction of a new audiometric system that will offer the means of calculating the amount of audience on the internet.
For digital businesses, the “check-and-balance” system in regards to the online data has become a matter of first degree. Hence, ComScore stood up against its competitors in an effort to satisfy the Internet Measurement oriented queries from both Spain’s and Portugal’s sides.
These days, the main attraction of ComScore is its hybrid measurement system that is capable of calculating the online traffic/internet audience for marketing purposes. The operation is conducted by integrating two methodologies of the current online market (census and panel), in order to obtain a stream of data, which is not affected by blocking of variables or the elimination/rejection of cookies.
So far, ComScore boasts of a panel of 27,000 people and according to the company’s CEO – Jaime Agullo, even the recruitment of panelists is done online through a simple procedure. All users are instructed to install a “people meter” on their screen so that continuous information about the evolution of digital consumer can be received.
ComScore’s next challenge is to create a Videometrix that will measure the impact of Internet videos. Agullo also emphasized on the importance of data measurement for mobile users. Already in the U.K., ComScore has a measurement technique, which is known as Mobile Media Metrics. Its purpose is to collect the census data by mobile operators in the U.K, to serve as a sample for the evaluation of behavioral impact on the consumption of mobiles in the region.