TheWrap, a digital publishing title that specializes in covering the entertainment business, via digital, print and live events, is working with Comscore, a media evaluation firm, to measure its audience across devices.
The agreement allows TheWrap to utilize Comscore’s Media Metrics Multi-Platform tool.
Comscore will provide the magazine with “advanced insights that can optimize audience engagement and maximize their revenue opportunities," states Carol Hinnant, Chief Revenue Officer, Comscore.
The Media Metrix Multi-Platform offers a person-level view of audience behavior across desktops, smartphones and tablets, the company claims.
Users can also gain insights into audience size, demographic composition, engagement and behavioral trends, it adds. The title can determine metrics, such as unique visitors, reach and time spent.
Comscore helps brands evaluate media across platforms. Its data footprint combines digital, linear TV, over-the-top and theatrical viewership, the company says.
In other Wrap-related news, the brand recently named Dan Strauss as its first digital officer.
Strauss is tasked with growing TheWrap’s subscription, licensing, partnership and audience initiatives. He is also assigned the chore of improving the customer experience and developing new products.
Previously, Strauss was chief product officer at Tribune Publishing and has also served as general manager for The Hollywood Reporter/Billboard.