Digiday reporting:
Complaining about third-party measurement in media is as old as media itself. See: carping about Nielsen ratings in TV.
On the Web, the de facto measurement standard is ComScore. For years,
publishers have griped about the accuracy of the numbers, pointing out
that ComScore’s panel-based measurements often differ, sometimes
significantly, with their own internal figures.
Now, publishers have a new list of gripes, starting first and
foremost with the problem of audiences spread across different devices.
With mobile now comprising as much as 40 percent of some publishers’
traffic, it is a major issue, several publishers said. ComScore claims
to be addressing this, but some publishers see it as little more than
another ploy to drum up revenue.
“It’s laughably bad for us, and they still try to sell us anytime we
complain or ask questions about methodology,” Erik Martin, gm of Reddit,
said in an email. “They insist on using their tracking beacon, but
every time we’ve tried that, it slows down our site tremendously and
they have no answer.”
The ComScore multipaltform product is a synthesis of three products —
media, mobile and video. Planners use ComScore to determine which
publishers get on advertising plans. That means publishers have a lot to
lose if their numbers are off significantly.
“ComScore doesn’t count mobile traffic, period,” said one publisher.
“Add that to their normal bullshit, panel-based discrepancies, and their
numbers are not based on reality.”...
...Lipsman said that ComScore does count mobile traffic, but that phone
and tablet are lumped together. There’s no standalone tablet measurement
yet, but publishers can see their mobile traffic in totality.
“Tablets [are] a universal concern that goes beyond ComScore,” said
Brian Hughes, svp of audience analysis and practice lead at Magna
Global. “It’s a huge knowledge gap in our industry right now not to have
passively measured insights on what types of media are consumed on
tablets and how long people spend with them. All the tablet research
that exists today is based on surveys, and we are always suspect of
self-reported behavior.”
http://www.digiday.com/publishers/publisher-concerns-with-comscore-multiplatform-measurement/?utm_source=Daily+Buzz+from+eMedia+Vitals&utm_campaign=19fe5df911-nl_DB_02_27_2013&utm_medium=email
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