New Arrival: ComScore Releases Enhancement to Reporting Service
Company: comScore, a digital measurement firm.
Product/Service: An enhancement to its ad networks' audience reporting service.
What it does: According to comScore, the new reporting structure will provide two sets of measures -- the "potential reach" for each ad network and an "actual reach" reading. The "potential reach" measure will be a calculation of the unduplicated visitors to all sites with which each ad network has contracted to deliver advertising. The "actual reach" measure will represent the reach of ads that are served by the network during a given reporting period. The enhanced measurement will be effective with August data, which will be released in mid-September.