NEWS8 May 2012

ComScore adds hybrid measurement to Mobile Metrix

Data analytics North America

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”.