Through the partnership, AudienceProject will provide the official measurement of page views and demographics for 300-400 of Finland’s biggest websites and apps, including those run by Alma Media, MTV, Sanoma Media Finland and the Finnish Broadcasting Company (Yle).

AudienceProject replaces Comscore as the official measurement partner. The partnership begins this week and the first audience data is expected to be available in May.

Lisa Lundström, managing director at Media Metrics Finland, said: “AudienceProject has a proven track record with measuring audiences for both advertisers, agencies and publishers in the Nordics. This combined with their advanced technology and methodology made us confident that AudienceProject was the right measurement partner to replace Comscore in delivering transparency on the audience composition of the Finnish websites and apps.”