By adding Android mobile panel data it will be able to include new segments for age and gender as part of its improved reporting of audiences.

ComScore MMX Multi-Platform and Mobile Metrix combine data from desktop and mobile consumer panels with data from the comScore census network. This gives an unduplicated, people-based measurement of total digital reach.

Other improvements includes measuring traffic from third-party apps and content distributors such as Facebook Instant Articles, to ensure publishers are able to consistently account for their digital audience across devices.

Joe Nguyen (pictured), senior vice-president, Asia Pacific at comScore, said: “As smartphones and tablets play an increasingly significant role in consumers’ lives, robust, unduplicated measurement across platforms and devices is critical for media buyers and sellers to plan and optimise their digital strategies.”