NEWS17 September 2010

ComScore and PMB to release fused online and print database

Data analytics North America

CANADA— ComScore and the Print Measurement Bureau (PMB) have collaborated on a data fusion project linking print readership information to data on online behaviour and product usage.

The partners say the fused database provides new information on the potential incremental reach that print publications gain from online, as well as helping media planners locate consumers of particular products by the websites they visit.

Anne Myers, president of media agency MediaVest, said: “This database will add a whole new dimension to targeting decisions for online media, giving us access to a wealth of demographic, attitudinal and behavioural variables fused to timely currency metrics.”

The database will be available to PMB members and ComScore clients from 21 September.