More NewsComScore Offers Potential and Actual Reach

ComScore Offers Potential and Actual Reach

ComScore said today it changed the way it's reporting on ad networks, effective with the August 2008 data

ComScore said today it changed the way it’s reporting on ad networks, effective with the August 2008 data. You’ll get a chance to see the changes when they are released in mid-September.

Where previously comScore only provided data on unique audience, the new reporting will provide two sets of data measures: “potential reach” and “actual reach.”

Potential reach is defined as “a calculation of unduplicated visitors all sites with which each ad network has contracted to deliver advertising,” according to a comScore statement.The information will be based on written documentation provided by each of the networks.

Actual reach will represent the number of ads served by the network during a stated reporting period. Networks must provide comScore with identification protocols defined by the research firm for rendered ads to participate in the actual reach report.

See for yourself. Here’s a look at comScore ad network rankings from earlier this year.

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