ComScore Sizing Up Local Online Display Market

Brian Jurutka, VP, comScore, chatted with us over lunch yesterday and mentioned a new project comScore is working on.

With massive amounts of online user data from its million-strong U.S. panel (another 1 million panel members are outside the U.S.), comScore can provide data-driven insights into how people use the Internet with a range of standard and customized services. We’ve seen growing interest in the relative portion of online display ad views that are local. These data have not been easily accessible and that’s what comScore aims to change.

By providing new metrics on local display ad views, comScore hopes to help size the local online display ad market from both publisher and advertiser perspectives. BIA/Kelsey will be working with comScore to dig deeper into the relationships between online use and local display ads and its implications for SMBs and Web publishers trying to increase the effectiveness of digital media ad platforms.

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