Richer Ad Reporting Data Coming from ComScore

Online media planners have struggled with a lack of insight into the quality of impressions on one publisher site compared to another. To address this problem, comScore is expected to release Ad Metrix Publisher today to report on where display ads are viewed across the Internet.

Ad Metrix Publisher reports on how many display ads were viewed by which demographics and distinguishes based on comScore’s heavy, medium, and light user segments in addition to the average frequency of display ads per visit and per person. Competitor Hitwise has a lifestyle reporting tool, which dives into the demographics of the site, but doesn’t measure data on ad impressions.

“We’re tying each display ad to an individual, and actually reporting out which demographic this ad reached,” said Alistair Sutcliffe, VP of advertising solutions at comScore.

The data also provides insight into the average size of display ads viewed on a site. “You can get a gauge for when a publisher puts ads right in front of consumers, are they large display ads or just small rotating ads?” said Sutcliffe.

Ad Metrix Publisher measures all display advertising where a creative is loaded into a browser via http traffic calls and counts a display ad impression when an ad is loaded on the server. It measures IAB standard and other sizes of rich media and static images including .swf, .jpg, and .gif files, and is capable of tracking Web 2.0 technology including AJAX. “ComScore is trying to take the lead on metrics such as duration, display ad impressions, and work in environments like AJAX, where page views are becoming less relevant,” Sutcliffe said.

Future builds of the Ad Metrix Product are expected to add reporting on ad networks, and comScore also plans to add competitive intelligence reporting so clients will be able to view ads served on a publisher Web site, Sutcliffe said. Alternately, a list of publisher sites a particular advertiser has placed buys on will also be available.

Competitive intelligence and the depth of the data is expected to provide clients with access they can’t find elsewhere in the market. “I think this will facilitate more dollars moving online, because media buyers and advertisers will now be able to plan online media the same way you’re able to plan offline media,” said Sutcliffe.

Reporting is subject to comScore’s panel capabilities, and projected out to be representative of the U.S. population. It doesn’t track video stream impressions, text ad impressions, and search ad impressions, which is available through comScore’s qSearch. Data is measured as home, work, and universities, and does not cover public or shared locations, Mac, Unix machines, and artificial bot or spider-based exposures, according to the company.

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