Comscore Announces Media Metrix 360
Comscore’s CEO Magid Abraham announced Media Metrix 360 yesterday at the CM Summit The Lord of the Rings: The Two Towers movie .
Prior to 360, Comscore estimated site traffic by projecting audience activity from a panel of 2 million web users, an approach that tends to under-count unique visitors, especially at niche sites, smaller smaller sites and application activity inside platforms like Facebook. Cookie-based methodologies, like that of Quantcast or internal server logs, run the risk of over-counting unique audience since one person that accesses a site from various browsers (a home machine, a work machine and a mobile phone, say) is counted as multiple unique individuals. Web users who delete cookies also appear (to cookies-based trackers) as multiple people. From Fred Wilson’s post at A VC
“So the panel based approach has issues and so does the server based approach. The simplistic way I’ve always looked at it is panel undercounts and server-side overcounts. I’ve always advocated a ‘triangulation’ approach to get to the right number.
“So it’s very big news that comScore has spent the past year building an entirely new approach to Internet audience measurement that combines its ‘gold standard’ panel with server-side numbers reported by web services who install comScore’s beacon.” Bad Boys II release
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