comScore is looking to unify metrics for viewing across the two major viewing platforms – traditional TV and Internet TV – by bridging the platform gap that has plagued TV networks, content owners, advertisers and Nielsen for the past two years. comScore this week unveiled its latest measurement service, called XMedia, that will give content owners and advertisers a better idea of viewership across live linear, time-shifted, and OTT platforms and devices. “Now, for the first time, content owners can quantify their entire audience, and agencies and advertisers have access to the cross-platform metrics they need to plan and execute campaigns,” the company said.
The service will measure viewing across PCs, smartphones, TV sets, tablets and streaming media devices such as net tops and game consoles, though comScore didn’t say which devices, specifically, it will be able to measure viewing on, or which streaming video services it includes in its metrics, but it will not use panel-based or census-based measurements.
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