comScore Classifying Ad Networks
Internet measurement company comScore Networks has started breaking up audience data for online ad networks into consumer categories. The firm hopes this new addition to the Media Metrix service will give networks a better understanding of how their services behave in specific content areas.
“This enhancement provides advertisers and agencies with the ability to make side-by-side comparisons between individual Web sites and advertising networks, in order to select the optimal mix of media vehicles with which to achieve their goals,” said Jeff Hackett, comScore’s agency relations director in a statement.
The new classification system was able to determine that Advertising.com had the biggest reach in the Sports and Entertainment categories, beating out properties like ESPN and other networks like the Gorilla Nation Media Network.
According to Hackett, comScore has announced the new system just in time to measure the Internet impact of upcoming events. Media Metrix “can be an effective tool for media planners intending to capitalize on the Internet as a secondary advertising channel for high-profile media events in a specific content area, such as the Super Bowl and the Oscars,” he added.
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