Audit body chooses comScore as new web traffic measurement

Tim Burrowes

October 21, 2013 12:23

Nielsen now has an endorsed competitor for Australia’s online currency after the Audited Media Association of Australia selected comScore as its analytics platform.

The moves comes four years after the audit organisation launched its web audits using Nielsen Market Intelligence. Nielsen declined to participate in the repitch, leaving a two-way showdown between comScore and Effective Measure. comScore’s Digital Analytix product will be the basis of the audited platform.

However, Nielsen remains the preferred provider of the Interactive Advertising Board, which is the industry body dedicated to promoting the interests of Australia’s large online publishers.

The new service will include daily unique browsers, page impressions and session data metrics. The first audited data, covering November, will be available in December.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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4 COMMENTS

Anonymous 21 Oct 13

Should a publisher pay to keep Nielsen tags on their site or should they just switch to comScore with AAMA?

Any thoughts?

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Anonymous2 21 Oct 13

Interesting that the IAB is described as “dedicated to promoting the interests of Australia’s large online publishers”.

Another perspective is that the IAB is “dedicated to promoting the usage of audience data as opposed to the promotion of the blunt instrument of traffic”.

So to answer Anonymous … they’d be mad to go back to last century’s ‘currency’ of traffic. Why not bring back hits then?

Anonymous 29 Oct 13

No comments at all about this – I guess no one feels like they’ll miss Nielsen?

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Anonymous2 29 Oct 13

Or, that no-one really cares about auditing traffic when they can use audience data.