• by Gavin O'Malley  @mp_gavin, June 1, 2009

ComScore on Monday introduced Media Metrix 360 -- a new "panel-centric hybrid" measurement methodology that combines panel-based data and Web site-derived server-level data.

The move seeks to address long-held industry criticism of comScore's panel-based measurement model as unnecessarily myopic.

"This new approach will effectively reconcile panel and server-based measurement and provide unified numbers that are fully consistent with the ad server counts used for advertising payments," according to Dr. Magid Abraham, comScore president and CEO.

Beginning is August, the industry can expect it first taste of the audience and demographic data, which combines comScore's established 2 million person global panel with traffic data from numerous partner server files.

Driven by advertiser demand, agencies and publishers have pleaded for more accurate data to support specific media placement.

"Marketers and agencies are seeking more investment accountability, smarter aggregation, and multi-dimensional data that provides more holistic purview of online customer behaviors," said Kate Sirkin, EVP of global director of research at Starcom MediaVest.

In addition, comScore is launching a new "universe report," which will provide visibility into "the entire universe" of Internet usage, including access of Web sites from mobile devices and computers outside of home and work -- i.e., Internet cafes, schools, libraries, and other non-private locations.

Users at these locations can account for a significant percentage of total Web site traffic, ranging from 10% to more than 50%, depending on the particular market and country, according to comScore.

The "universe report" will supplement the traditional home and work universe data provided by comScore's existing Media Metrix service with server-side data in an attempt to account for a site's complete usage.

Media Metrix 360 is also expected to enable Web site-level reporting at a more granular level of detail.

The new methodology will continue to segment audiences by demographics, geo-demographics, and roughly 1,000 audience segmentation variables.

Media Metrix 360 will initially be implemented with July 2009 data for Canada and the U.S. These countries will be followed by the U.K., where August data will be published in September.

According to comScore, its panel-centric hybrid methodology has already been implemented successfully in its Video Metrix service. The new service will be introduced into other countries beginning in the fourth quarter of this year.