Online measurement firm comScore launched a “panel-centric hybrid” product for measuring digital audiences, to be implemented in August 2009.
The service, Media Metrix 360, will combine the company's “two million person global panel” with website metrics, in order to “reconcile traffic metrics reported from client server-side and ad server data,” according to a company release. “This new approach will effectively…provide unified numbers that are fully consistent with the ad server counts used for advertising payments,” said Magid Abraham, president and CEO, in the statement. “In this sense, Media Metrix 360 represents the web's first true measurement ‘currency.'”