comScore Media Metrix

Ensuring your site(s) are represented correctly within comScore Media Metrix (MMX) is now more important then ever, since UKOM has confirmed comScore’s reappointment as their official partner for UK online audience measurement.  Even if you don’t subscribe to the tool yourself, the advertisers and agencies you work with certainly will and correct representation can be the difference between winning a campaign or losing out to your competitor set.

This is a simple two stage process, implementation and configuration.

  1. Implementation is as simple as signing up via the comScore Direct portal and following the instructions to place a simple, standard tag onto every page of your site.  This can be simplified even further if you use Google Tag Manager as there is built in support for the comScore MMX / UDM tag.  This will also give you access to a simple reporting interface to allow you to verify that the tags are firing correctly.
  2. Configuration is only required if you are a multi-site operation and need some form of hierarchy to better represent your portfolio(s) to clients.  For instance, maybe you need to group some of your sites into a sports portfolio that you tend to sell as a single entity.  Or, perhaps you need a larger site split into constituent parts as apposed to just a single topline entity.  Effective categorization within comScore’s ‘dictionary’ for larger enterprises is essential.

 

 

“Knowing the size of your site’s audience just isn’t enough. MMX provides a complete view into the consumption habits of your audience as well as your competitive set, along with demographics and cross-visitation information.

That’s why top advertisers, agencies and publishers rely on MMX as the standard currency for online measurement. MMX leverages comScore’s Unified Digital Measurement methodology to provide full insight into a site’s total audience.

MMX serves as the currency for media planning that allows you to compare online with other media using traditional metrics such as reach, frequency and GRPs.” Source: comScore