LONDON, U.K., October 7th, 2009 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today published an open white paper entitled “Proposal for a New Person-Centric Measure for Web Site Server Measurement in the U.K.” This proposal is based upon original comScore research which shows that by calculating cookie deletion rates from an online panel and applying the appropriate adjustments to Web-site server data, accurate user (i.e. people-based) metrics can be derived.
The results represent a major breakthrough in the reconciliation of panel-based and Web site server data to create a unified set of numbers for online audience measurement. This open white paper has been submitted to the Audit Bureau of Circulation’s electronic arm (ABCe) for consideration by its Internet Technical Group and by the Joint Industry Committee for Web Standards (JICWEBS) to help inform the current debate concerning the development of new industry-agreed audited metrics for the measurement of online audiences. comScore will also submit a closed white paper on the methodology used to create these measures using comScore’s Media Metrix 360 solution. More...
