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August 13, 2008

ComScore Offers Potential and Actual Reach

ComScore said today it changed the way it's reporting on ad networks, effective with the August 2008 data. You'll get a chance to see the changes when they are released in mid-September.

Where previously comScore only provided data on unique audience, the new reporting will provide two sets of data measures: "potential reach" and "actual reach."

Potential reach is defined as "a calculation of unduplicated visitors all sites with which each ad network has contracted to deliver advertising," according to a comScore statement.The information will be based on written documentation provided by each of the networks.

Actual reach will represent the number of ads served by the network during a stated reporting period. Networks must provide comScore with identification protocols defined by the research firm for rendered ads to participate in the actual reach report.

See for yourself. Here's a look at comScore ad network rankings from earlier this year.

Posted by Enid Burns at August 13, 2008 5:18 PM

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Comments

Interesting. Thanks!

Lisa  August 13, 2008 6:38 PM

Maybe we need to go back to the definition of what is, is. Because defining reach feels like a reach.

I recommend four categories:

1. Potential Reach - unduplicated visitors
2. Actual Ads Served - Represent the number of ads served
3. Percent Ads Shut Down Using Skip or Close Function (that have that function)
4. Percent Ads Generating Interactivity

The Critical Advertiser

The Critical Advertiser  August 14, 2008 6:43 PM

Maybe we need to go back to the definition of what is, is because defining reach feels like a reach.

I recommend four categories:

1. Potential Reach - unduplicated visitors
2. Actual Ads Served - Represent the number of ads served because saying Reach is a Reach
3. Percent Ads Shut Down Using Skip or Close Function that have that function
4. Percent Ads Generating Interactivity

The Critical Advertiser  August 14, 2008 11:07 PM


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