ComScore adds hybrid measurement to Mobile Metrix
US— ComScore has applied its hybrid web measurement approach, Unified Digital Measurement (UDM), to version 2.0 of its Mobile Metrix service.
UDM uses a mix of user-based and site-based measurement. In the case of Mobile Metrix, ComScore has a panel of 10,000 smartphone users who have downloaded a piece of tracking software to their devices. Meanwhile, tags on websites and those within apps provide a census-level view on media usage.
The company described the development – a year in the making – as “an important milestone on the path to delivering, in a single interface, comprehensive reporting of digital audiences across technology channels”.