The new tool is part of ComScore’s audience analytics suite of products and provides “unduplicated accounting” of audience size and demographics across the multi-platform digital media landscape.

ComScore said that the tool uses its “unified digital measurement” methodology, which combines panel and census-based approaches to collect information about audience sizes.

The MMX Multi-Platform service is expected to remain in beta mode “over several months” as ComScore carries out a data review and validation with its clients.

Jeff Hackett, EVP at ComScore (pictured), said: “With smartphones and tablets accounting for a rapidly expanding share of digital media consumption, comScore recognised the need to evolve our industry-leading audience measurement product to better represent this new paradigm. By developing proprietary methods to account for multi-platform audience overlap, we have designed a truly unique and innovative solution.”