UKOM/comScore research processes earn ABC endorsement for census data

Industry-endorsed tools from comScore combine the best of traditional, person-centric panel data with hard census data from tagged web entities. ABC have reviewed the census data approaches used in UKOM-approved methodologies and awarded them an ABC certificate.

UKOM and ABC both operate on behalf of the UK ad industry to accredit digital audience measurement. While UKOM's focus is on person-centric planning data, ABC are the industry body responsible for certifying server data and analytics packages, to JICWEBS standards.

The comScore tools endorsed by UKOM contain a combination of high quality research panel data and census data from webpages, video players and apps carrying the comScore tag. These are combined to deliver the population reach and frequency metrics preferred by brand advertisers, with the comprehensive coverage required to measure usage of all digital platforms.

James Smythe, UKOM General Manager said: "ABC accreditation of comScore census data is vital in supporting industry trust in its planning systems, and also recognises the determination of UKOM to involve the best possible specialists in tackling different aspects of this extremely complicated measurement task. As the industry knows, server numbers are liable to be extremely misleading without ABC oversight, and with ABC certification we can all have far greater confidence in the numbers".

Jerry Wright, Chief Executive of ABC UK and President of the IFABC said:  “We are delighted to be working with UKOM by reviewing the key processes used by their supplier comScore in the collection of census web traffic data. This data forms an integral part of comScore’s  reporting of website audiences for UKOM. The ABC ‘stamp of trust’ gives our industry confidence in the data and clarity on the processes’ compliance with JICWEBS industry-agreed standards.”

The ABC certificate can be viewed here

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