Comscore presents the new audience measurement methodology in Italy

by time news

The new and original measurement methodology for Italy was launched: PXM – Privacy Preserving Cross Media Measurement.

The innovative methodology responds to changes in the privacy scenario, in particular to the transition from cross-domain third-party identifiers to first-party identifiers.

The evolution of the methodology will help guide Comscore’s customers into the future of advertising where three main trends are reshaping the structure of media measurement (the increase in privacy demand, the delivery of advertising campaigns to more targeted audiences, and the growing demand from advertisers for comprehensive and timely reports for their cross-media campaigns) and will enable the development of a digital dataset ready for integration into a cross-media measurement service.

The new measurement system, consistent with the WFA XMM methodology, will have additional implementations that will favor widespread adoption by all media players on the market.

In Italy Comscore will benefit from the long-standing collaboration with Auditel in video measurement, adhering to AGCOM’s guidelines and UPA’s guidelines in building true and full cross-media measurement.

Here are some differentiating elements of the new methodology presented:

1. METODOLOGIA PRIVACY-PRESERVING

In full respect of user privacy, the PXM methodology does not use third-party cookies or identifiers which will be deprecated shortly.

2. SHARED GLOBAL APPROACH

The PXM methodology is in line with the recommendations shared by WFA / ANA for a globally applicable measurement solution.

3. DAILY REPORTING

The PXM methodology allows you to apply audience deduplication techniques even on a daily basis for all entities.

4. SUPPORT AND INVOLVEMENT FOR ALL EDITORS

The PXM methodology also includes ways to engage and measure publishers by collecting and processing data via tags, server-to-server, or in-house. This approach facilitates the involvement in the measurement of OTT and walled gardens as well.

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5. EXPANSION FOR CROSS-MEDIA MEASUREMENTS

The PXM methodology is ready for expansion to cross-media audience measurement, including other media such as television in the model.

6. MEASUREMENT OF CONTENTS AND ADV

The PXM methodology applies the same technologies and methods to the measurement of digital audiences and the measurement of digital campaigns.

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