comScore Networks announced that their audience data for online advertising networks can now be segmented into broad consumer-focused categories through its 'Media Metrix' service. This capability enables online advertisers to better understand advertising opportunities within specific content areas. "This enhancement provides advertisers and agencies with the ability to make side-by-side comparisons between individual Web sites and advertising networks, in order to select the optimal mix of media vehicles with which to achieve their goals," commented Jeff Hackett, comScore Networks director of agency relations. "It enables advertisers to gain deeper insight into the most effective vehicles for reaching consumers within a particular content area, while publishers and advertising networks can now quickly identify and evaluate competitors within their content category. In addition, it can be an effective tool for media planners intending to capitalize on the Inter...
TMT Market Research Summaries and Analysis