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Cms Summit 2009 Com Score

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  • 1. Introducing Media Metrix 360: The Next Generation of Audience Measurement Magid Abraham CEO
  • 2. Internet = “The Most Measurable Medium” 100% Accurate count of server requests, but… How many real users? What kind of users are they? Which request is a valid Page View? How long did the users spend on my site? © comScore, Inc. Proprietary and Confidential. 2
  • 3. Basic Problem: No Unique User ID Web Analytics Approximation Unique User = Cookie ID (if Cookies can be set) or IP Address + User Agent More Problems! • Cookies are deleted, and when they are, the same user can be counted multiple times • IP Addresses change all the time causing inflation of user counts • In any case, a UU is an attempt to identify a machine (or a browser), which can represent multiple people or a fraction of the usage of a single person © comScore, Inc. Proprietary and Confidential. 3
  • 4. Cookie Deletions Cause Repeat Visitors To Be Counted Multiple Times User Example: A user visits a site 4 times during a month He deletes his cookies twice Cookie A Cookie 1 Deleted 1 2 3 4 5 6 7 Cookie B 8 9 10 11 12 13 14 Cookies Cookie C 2 Deleted 15 16 17 18 19 20 21 Cookie C 22 23 24 25 26 27 28 - Site reads 3 distinct cookies 3 29 30 - Same visitor is counted 3 times © comScore, Inc. Proprietary and Confidential. 4
  • 5. IP Addresses Change Frequently And Cause Users to be Counted Multiple Times In the U.S., nearly 60% of computers have only one IP address in a month but account for only 10% of all IP addresses The average U.S. computer has 6 different IP addresses © comScore, Inc. Proprietary and Confidential. 5
  • 6. Panel Measurement Solution Strengths However… Tracks real people and A panel is still a sample: measures person demographics Universe limited to H&W Better duration and usage measurement Niche audiences difficult to measure UVs not affected by bots or cookie deletion Hard to represent users in Allows tracking users across large enterprises due to IT sites and time: security policies Cross-site usage Audience overlap Reach and Frequency © comScore, Inc. Proprietary and Confidential. 6
  • 7. Changing the Panel vs. Server Measurement Relationship © comScore, Inc. Proprietary and Confidential. 7
  • 8. Introducing Media Metrix 360: A Panel-Centric Measurement Approach A best of breed approach to digital measurement that continues to revolve around people © comScore, Inc. Proprietary and Confidential. 8
  • 9. Introducing MMX 360: Panel-Centric Hybrid Measurement Complete and Fully Reconciled Measurement PANEL SERVERS People Measurement Census Coverage Reach, Demographics of Usage Duration Anywhere QUERY TAGS Content Categorization © comScore, Inc. Proprietary and Confidential. 9
  • 10. How Does the Hybrid Process Work? Collect Traffic from Clean Traffic – remove non PCs and devices human, bots, apply edit rules Apply comScore URL Dictionary Total Traffic Filtered Traffic © comScore, Inc. Proprietary and Confidential. 10
  • 11. Filtered Traffic Broken Out by Source, then Home + Work Universe Integrated with Panel Apply proprietary Leverage Panel, derived methodologies to develop The Universe Report detailed demographic and comScore Universes person level behavior Mobile Phones Location Gender Shared Machines Surfing Age Work Streaming Income Home Filtered comScore Reported comScore Census Traffic Universes Global Panel © comScore, Inc. Proprietary and Confidential. 11
  • 12. Media Metrix 360: Key Benefits for Participating Sites Comprehensive coverage; 100% of activity – New “Universe Report” mobile and public machines – Census-adjusted metrics in current Media Metrix reports (Home and Work) Improved coverage of At-Work population Harmonization / reconciliation of panel vs. server Granularity More timely reporting Transparency © comScore, Inc. Proprietary and Confidential. 12
  • 13. Media Metrix 360: The Web’s First True Currency Traditional Media Currency Web Currency Audience estimates used in setting Payments are based on server advertising payments counts of impressions No direct measurement of ad MMX 360 links directly to server impressions counts: Audience estimated from small • Full accounting of audience samples of several 100’s to several • Panel component based on thousands households comScore’s worldwide panel of Limited ability to read programs or 2MM users media with small audiences • Ultimate degree of granularity © comScore, Inc. Proprietary and Confidential. 13
  • 14. Media Metrix 360 Timetable Data Period Report Availability July 09 Aug 09 July 09 Aug 09 Aug 09 Sep 09 Sep-Dec 09 Oct 09- Jan 10 © comScore, Inc. Proprietary and Confidential. 14 14

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