How comScore's Xmedia project tackles cross-media measurement
Emily BarleyWarc
Cross-media measurement has emerged as a serious problem for researchers, media owners and advertisers in recent years. ComScore has sought to solve this problem with its Xmedia project, which launched in the US in 2010. This long-term project began by looking at new technology and new channels, but soon expanded to measuring a range of media.
"It's very collaborative within the industry," Stuart Wilkinson, head of industry relations EMEA at comScore, told the audience at the Future of Media Research conference hosted by MediaTel in London in February...