Digital media measurement firm comScore has launched a new service dubbed comScore Extended Web measurement, a major extension of its Media Metrix audience measurement service. Extended Web measurement allows the tracking of distributed Web content across third party sites, enables more precise measurement of publisher ad packages, and introduces a granular Gross Ratings Point measure for online ads in order to facilitate the comparison of online media with traditional media on a global basis.
"In today's Internet landscape, a Web page has evolved to become a platform for distributing content and advertising inventory originating outside the confines of the publisher's Web server," said Linda Boland Abraham, comScore executive vice president. "With so much distributed content being leveraged for syndication or advertising delivery, both advertisers and publishers have demonstrated an interest in better understanding the reach of these extended content offerings and the nature of their audiences. comScore Extended Web measurement addresses those needs."
Distributed content, commonly referred to as widgets, gadgets or applications, is any content that is viewed by the end user on a Web page not owned by the content publisher. Distributed content often includes multimedia content, such as video, music, games or photos, but may also include news, information, and other updates.