comScore Intros Ad Metrix Publisher
The reports generated by the service include:
Ad impressions and reach for sites with display advertising
Who's seeing those impressions, via reach/frequency and GRP for individual sites.
How impression and share trends change over time.
To illustrate, comScore released results of a study showing the differences in display ad views by demographic across ESPN, Fox Sports on MSN, and Yahoo Sports. While the three sites had similar ratios of males to females viewing display ads, comScore pointed out, they skewed differently by age and household income, with ESPN reaching more 35- to-44-year-olds and households with at least $100,000 in income; Fox Sports on MSN skewing toward people ages 45 and older and households earning $40,000-$59,999; and YahooSports doing best with the coveted 18-34 demo.
comScore also released a chart delving deeper into the 18-34 demo, showing that Yahoo Sports delivered about twice as many ad views to this demographic.