In an important stamp of approval making comScore’s digital audience measurement more of an industry currency, the Media Rating Council voted to grant accreditation to comScore’s Media Metrix service. The service, which measures publisher Web site audiences based on comScore’s “unified digital measurement” method, is the first digital content audience measurement service accredited by the MRC.
“We are delighted to receive this validation of our commitment to transparency, disclosure and methodological rigor,” said Josh Chasin, comScore chief research officer.
“This accreditation is a significant milestone, not just for comScore, but for the entire digital ecosystem,” Chasin said in a statement announcing the move. Chasin acknowledged that the accreditation process was a “lengthy collaborative effort” between comScore, the MRC and its auditors, and that comScore is now focused on bringing other comScore products, including Video Metrix, Mobile Metrix and Media Metrix Multi-Platform, into the MRC’s audit process.Media Metrix is the third comScore product to be accredited by the MRC, following comScore Direct and the vCE Ad Validation Suite.