NEWS13 October 2010

ComScore signs up for TrueSample panel cleaning technology

Features North America

US— ComScore has signed up to use MarketTools’ TrueSample online panel cleaning technology in cases where clients request the service.

The digital measurement firm’s co-founder and executive chairman Gian Fulgoni (pictured) said: “ComScore is dedicated to delivering the highest quality research to its clients and TrueSample helps us meet the high quality standards in the area of advertising effectiveness that leading clients like Proctor & Gamble expect from us.”

Proctor & Gamble’s global consumer and market knowledge officer Joan Lewis added: “We are thrilled that ComScore will be using TrueSample, because it will give us further assurance that the same rigorous and dependable quality standards are consistently applied to all of our research.”

ARSGroup, the ad effectiveness researcher bought by ComScore earlier this year, was already a TrueSample customer – a move which also won it plaudits from P&G’s Lewis.

The TrueSample software uses a combination of validation techniques, digital fingerprinting and de-duplication technology to ensure that respondents are who they say they are and prevents them from taking the same survey twice.

Earlier this year ComScore signed up to use Imperium’s RelevantID duplicate respondent screening software.