Audience measurement in the digital sphere has produced inconsistent results because of the mixture of panel-based and server-based data. Today comScore announced MediaMetrix 360, a hybrid model it says will balance the two forms of measurement to produce accurate audience information.
The implications are significant for online organizations and advertisers alike in that they're bound to clarify the size and qualities of audiences. Critics contend that panel-based data undercounts and server-based data overcounts the audience.
The service will roll out in August in the U.S. and Canada.