Remember all that chatter about Google AdPlanner and Google Insights the past few weeks? It seems that Comscore heard them loud and clear and today announced that it will provide enhanced measurement of the audiences for online advertising networks effective with its August data (available in mid-September).
The new reporting structure will provide two sets of measures - the "potential reach" (a calculation of the unduplicated visitors to all sites with which each ad network has contracted to deliver advertising) and the "actual reach" (which represents the reach of the ads that are actually served by the network during a given reporting period). In order to provide the actual reach, networks must participate by providing Comscore with the appropriate identification protocols for rendered ads.
"We believe these two toolsets provide the information that ad agencies need when they are deciding on which advertising networks to consider for ad buys. And, the ad networks will have the high quality, third-party information needed to compete for advertising dollars," commented Magid Abraham, President and CEO of comScore, Inc.