comScore is an American Internet analytics company providing marketing data and analytics to many of the world's largest enterprises, agencies, and publishers. The company continuously monitors and gathers information on the Web browsing, habits, purchasing behaviors and social interactions of millions of online users. comScore then uses the information to help clients deliver highly targeted marketing messages and advertisements to their core audiences. comScore was launched in 1999 and is based in Reston, Va.
comScore maintains a group of users who have monitoring software (with brands including PermissionResearch, OpinionSquare and VoiceFive Networks) installed on their computers. In exchange for joining the comScore research panels, users are presented with various benefits, including computer security software, Internet data storage, virus scanning and chances to win cash or prizes.
comScore is up-front about collecting user data and the software's ability to track all of a user's internet traffic, including normally secure (https://) connections used to communicate banking and other confidential information.
comScore estimates that two million users are part of the monitoring program. However, self-selected populations, no matter how large, may not be representative of the population as a whole. To obtain the most accurate data, comScore adjusts the statistics using weights to make sure that each population segment is adequately represented. To calculate these weights, comScore regularly recruits panelists using random digit dialing and other offline recruiting methods to accurately determine how many users are online, aggregated by geography, income and age. Correcting the comScore data requires having accurate demographics about the larger pool of users. However, some comScore users are recruited without being asked to give demographic information and, in other cases, users may not be truthful about their demographics. To ensure the accuracy of the data, comScore verifies its users' demographics during the course of measuring statistical data.
The corrected data is used to generate reports on topics ranging from web traffic to video streaming activity and consumer buying power.
Competitors and Alliances
Competitors in internet market research include AdGooroo, Alexa, Nielsen Online, Hitwise, Quantcast, Gemius, SimilarWeb, and Compete, a TNS Media company.
In February 2011, The Coalition for Innovative Media Measurement (CIMM) and comScore announced they were working together to measure three-screen users and their behavior with content and advertising across television, Internet, and mobile.
comScore’s footprint has measurements from 172 Countries; 43 markets reported. With well over 1.5 Trillion interactions captured monthly; comScore has a footprint equal to almost 40% of the monthly page views of the entire internet.