The Next Generation of Audience Measurement

Introducing Media Metrix 360:

Magid AbrahamCEO

Internet = “The Most Measurable Medium”

� How many real users?

� What kind of users are they?

100% Accurate count of server requests, but…

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they?

� Which request is a valid Page View?

� How long did the users spend on my site?

Basic Problem: No Unique User ID

Unique User = Cookie ID (if Cookies can be set ) orIP Address + User Agent

Web Analytics Approximation

More Problems!

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• Cookies are deleted, and when they are, the same user can be counted multiple times

• IP Addresses change all the time causing inflation of user counts

• In any case, a UU is an attempt to identify a machine (or a browser), which can represent multiple people or a fraction of the usage of a single person

Cookie Deletions Cause Repeat Visitors To Be Counte d Multiple Times

User Example:

� A user visits a site 4 times during a month

� He deletes his cookies twice

1 2 3 4 5 6 7

Cookie A

Cookie B

CookieDeleted1

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8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30

CookiesDeleted

- Site reads 3 distinct cookies- Same visitor is counted 3 times

Cookie B

Cookie C

Cookie C

2

3

IP Addresses Change Frequently And Cause Users to b e Counted Multiple Times

� In the U.S., nearly 60% of computers have only one IP address in a month but account for only 10% of all IP addresses

� The average U.S. computer has 6 different IP addres ses

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Panel Measurement

Solution Strengths

� Tracks real people and measures person demographics

� Better duration and usage measurement

However…

� A panel is still a sample:

� Universe limited to H&W

� Niche audiences difficult to

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measurement

� UVs not affected by bots or cookie deletion

� Allows tracking users across sites and time:� Cross-site usage

� Audience overlap

� Reach and Frequency

� Niche audiences difficult to measure

� Hard to represent users in large enterprises due to IT security policies

Changing the Panel vs. Server Measurement Relations hip

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Introducing Media Metrix 360: A Panel-Centric Measurement Approach

A best of breed approach

to digital measurement

that continues to revolve

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that continues to revolve

around people

Introducing MMX 360: Panel-Centric Hybrid Measureme nt

PANELPeople Measurement Reach, Demographics

Duration

SERVERSCensus Coverage

of UsageAnywhere

Complete and Fully Reconciled Measurement

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QUERY TAGSContent

Categorization

How Does the Hybrid Process Work?

Collect Traffic from PCs and devices

Clean Traffic – remove non human, bots, apply edit rules

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Apply comScore URL Dictionary

Total Traffic Filtered Traffic

Filtered Traffic Broken Out by Source, then Home + Work Universe Integrated with Panel

Apply proprietary methodologies to develop

comScore Universes

Mobile Phones

Shared Machines

The Universe Report

Gender

Age

Location

Leverage Panel, derived detailed demographic and

person level behavior

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Filtered Census Traffic

comScore Reported Universes

Work

Home

Age

Income

Surfing

comScore Global Panel

Streaming

Media Metrix 360: Key Benefits for Participating Si tes

� Comprehensive coverage; 100% of activity

– New “Universe Report” mobile and public machines– Census-adjusted metrics in current Media Metrix reports

(Home and Work)

� Improved coverage of At -Work population

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� Improved coverage of At -Work population

� Harmonization / reconciliation of panel vs. server

� Granularity

� More timely reporting

� Transparency

Media Metrix 360: The Web’s First True Currency

Traditional Media Currency

� Audience estimates used in setting advertising payments

� No direct measurement of ad impressions

Web Currency

� Payments are based on server counts of impressions

� MMX 360 links directly to server counts:

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impressions

� Audience estimated from small samples of several 100’s to several thousands households

� Limited ability to read programs or media with small audiences

counts:• Full accounting of audience

• Panel component based on comScore’s worldwide panel of 2MM users

• Ultimate degree of granularity

Media Metrix 360 Timetable

Data Period Report Availability

July 09 Aug 09

July 09 Aug 09

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14

July 09 Aug 09

Aug 09 Sep 09

Sep-Dec 09 Oct 09- Jan 10