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comScore Teams With Bango To Improve Mobile Audience Measurement

comScore, a leading company in measuring the digital world, has announced new mobile-optimised tags to provide publishers and advertisers with a more accurate view of who is visiting their mobile websites and using their mobile apps.

In addition, a partnership with mobile analytics company Bango will make it easy for many existing publishers to implement this new system.

Having as much information as possible about the visitors coming to a mobile website can be very valuable: it helps advertisers insure that their ads are reaching their intended target audience, and it helps publishers to maximize the ad revenue from their site.

However, given the wide variety of networks, handsets, and mobile sites in the world, it is usually very hard to develop a comprehensive view of mobile audience measurement.

comScore has launched mobile-optimized tagging for publishers to enhance measurement of mobile audiences. These are intended to “enable accurate reporting including traffic counts and engagement metrics across a variety of devices and platforms in addition to next generation devices such as tablet computers.”

This is also a step towards giving advertisers and publishers access to a reliable, third-party mobile currency to help accelerate growth in the mobile advertising industry.

In a related announcement, a comScore agreement with mobile analytics company Bango will provide Bango’s clients with the option to be measured with the comScore mobile-optimized tagging as part of their Bango integration, providing seamless and easy implementation.

These moves towards improved customer measurement is enthusiastically supported by the publishing industry.

Robert Henry, Director of Strategy & Research – Digital Media at AccuWeather said, “Weather information has one of the largest mobile audiences of any content categories, making it critically important that we at AccuWeather have access to the most-trusted and complete mobile metrics available in the industry. comScore’s mobile-optimized tagging will help us understand how audiences engage with our content and how this varies across platforms; insights that will be invaluable when planning, executing and evaluating our mobile strategy.”

17.10.2010    Tags: ,
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