ComScore Rolls Out New Service to Track Display Ads

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By: E&P Staff

ComScore announced a new service that will track display ads across the Internet and report where they are viewed and who is exposed to them. Ad Metrix Publisher captures static and rich media/ interactive ads in the U.S.

“The inaugural service from our Ad Metrix product suite is the first online advertising measurement service to accurately account for the number of ads displayed and tie those to views to actual Web users,” Alistair Sutcliffe, vice president of comScore advertising solutions, said in a statement. “Ad Metrix provides the tools for optimizing the placement of online ad dollars.”

The tool will report the ad impressions and reach for sites with display advertising; who is reached with the impressions; and trend lines with the impressions.

The measurement company bases the data on panels, which consists of people who give comScore permission to capture their browsing and other online activities. The panelists also participate in surveys.

ComScore applied the product, as an example, to three competitive sports sites, ESPN, Fox Sports on MSN, and Yahoo in June 2007. The data revealed slight differences in who viewed display ads by age and household income.

Display ads on ESPN reached more 35-to-44 year old adults about 28.6% compared to Fox at 26.6% and Yahoo at 20.2%. ESPN also reached more households with an income of $100,000 plus at 34.7%. For the same category of household income, display ads on Yahoo reached 30.7% and on Fox they reached 26.8%. Yahoo delivers the most ads to 18-to-34 year olds with the highest share of 53.5% compared to 24.8% at ESPN and 21.7% Fox.

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