Comscore has been UKOM’s online measurement partner since 2012. It was re-awarded the contract in 2015 for a minimum of three years. The company’s online audience measurement tools will remain the UK industry standard for online audience measurement until 31^st December 2020.

UKOM undertook an industry consultation with media owners, marketers and agencies ahead of the tender process at the beginning of the year.

Ian Dowds, chief executive of UKOM, said: “Comscore has delivered a strong and valued audience measurement solution for the UK since 2012. We believe the new supplier aligns with UKOM’s focus for online audience research governance from 2021 onwards.”

Guido Fambach, executive vice-president, EMEA & APAC, at Comscore, said: “Comscore will continue to build on its 20-year track record of servicing UK and global clients with innovative and high quality digital and cross-media audience and campaign measurement solutions. As always, we will work with our customers to ensure continued confidence, transparency and accountability in our reported data through the remaining term of our contract with UKOM and beyond.”

The new contract will cover online audience measurement of websites and mobile applications deduplicated across desktop PCs, smartphones and tablets, and also the capability to verify the audience of online advertising campaigns, Dowds said. Details are expected to be released within the next few weeks.