Comscore expands media tools in Italy

Comscore’s Mobile Metrix and MMX Multi-Platform tools will be expanded to measure the 35 to 44 and over 45 age groups.

The expansion will allow publishers, advertisers and agencies to segment online consumers and understand how those age groups consumer online and video content across desktop computers, smartphones and tablets.

The enhancements followlast month’s expansion of Comscore’s Predictive Audiences tool, which allows cookie-free targeting, to several European nations, including Italy.

Comscore has also introduced connected television measurement capabilities to the UK, Germany and Australia, with plans for further countries to join later this year.

Joris Goossens, executive vice-president for Europe, Middle East and Africa and Asia-Pacific at Comscore, said: “The media landscape and consumption patterns are evolving fast.

“We are delighted to be offering the Italian market our latest innovations and developments to continue delivering best in class measurement.”