RESTON, Virginia, June 1 /PRNewswire/ --

- Revolutionary 'Panel-Centric Hybrid' Solution Bridges Panel-Based and
Web Site Server-Based Measurement

comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world,
today announced the introduction of Media Metrix 360, a 'panel-centric
hybrid' solution to digital audience measurement. The new approach combines
person-level measurement from comScore's proprietary 2 million person global
panel with Web site server metrics in order to account for 100 percent of a
Web site's audience. The new service will reconcile traffic metrics reported
from client server-side and ad server data, with fully consistent, hybrid
audience measures that can be used for improved planning of online media
campaigns, and for evaluating the delivery of those campaigns at an
unprecedented level of audience completeness and granularity.

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"comScore Media Metrix 360 represents an innovative and elegant
measurement solution to the increasingly complex digital media landscape,"
said Dr. Magid Abraham, comScore President and CEO. "The past few years have
seen the rise of global Internet markets, the emergence of new distribution
platforms, and a substantial increase in media fragmentation and niche
audiences. Through comScore's 'panel-centric hybrid' approach to audience
measurement, we are able to combine the best of both worlds of panel and
server-side measurement to bring the industry a comprehensive accounting of
the complete digital media universe. Furthermore, this new approach will
effectively reconcile panel and server-based measurement and provide unified
numbers that are fully consistent with the ad server counts used for
advertising payments. In this sense, Media Metrix 360 represents the Web's
first true measurement 'currency.' The Internet industry can depend on
comScore to consistently innovate and improve its services to meet the
industry's needs, and we will continue to work cooperatively and
transparently with various industry organizations to enable our clients to
maximize the bottom-line benefit of our innovations."

Media Metrix 360 will initially be implemented with July 2009 data for
Canada and the U.S. that will be published in August 2009. These countries
will be followed by the U.K., where August 2009 data will be published in
September 2009. The new service will be introduced into other countries
beginning in Q4 2009.

"Universe Report" Provides Comprehensive Audience Reporting

A newly developed comScore "universe report" will provide visibility into
the entire universe of Internet usage, including access of Web sites from
mobile devices and computers outside of home and work (i.e. Internet cafes,
schools, libraries, and other non-private locations). Users at these
locations can account for a significant percentage of total Web site traffic,
ranging from 10 percent to more than 50 percent, depending on the particular
market and country. comScore's "universe report" will supplement the
traditional home and work universe data provided by comScore's existing Media
Metrix service with server-side data to account for a site's complete usage.

Media Metrix 360 will also enable Web site-level reporting at a
significantly more granular level of detail. This feature is important to
many clients as the Internet becomes increasingly fragmented and marketers'
ability to reach and aggregate niche audiences grows in importance.

Media Metrix 360 to Reconcile Panel vs. Server-Based Metrics

The new service will eliminate the long-standing confusion about the
differences between internal client metrics and the publicly reported
third-party audience estimates. comScore has developed a proprietary
methodology to combine stand-alone panel and server-side metrics to calculate
audience reach in a manner that is not effected by distortions such as cookie
deletion, cookie rejection and non-user requested traffic.

The new comScore methodology will continue to segment audiences by
demographics, geo-demographics, and more than one thousand audience
segmentation variables invaluable to planning and targeting online media
campaigns. It will also preserve critical audience analytics tools, including
reach and frequency and custom unduplicated reach calculations on the fly.

Industry Participation Critical to Development of Hybrid Approach

comScore's introduction of Media Metrix 360 represents the culmination of
more than a year of working with clients to develop and implement comScore's
panel-centric hybrid methodology. This approach has already been implemented
successfully in comScore's Video Metrix service. comScore's Canadian Research
Advisory Council, a 15-member consortium of clients in Canada, has also been
especially important to the development of the new methodology for Web
reporting.

"A culture of transparency and data integrity is necessary in our
industry," said Sharon Flynn of Astral Television Networks and chair of
comScore's Canadian Research Advisory Council. "Astral is proud of our
collaboration with Canada's leading media companies and comScore to help
provide this groundbreaking solution."

"This is a significant advancement in the science of online audience
measurement...an historic moment," said Tomer Strolight, President of Torstar
Digital, a leading Canadian media company and owner of Toronto Star, Canada's
largest newspaper. "We applaud comScore for undertaking this groundbreaking
step. Their willingness to work with the industry in an open fashion has
resulted in the beginning of a new chapter in audience measurement history.
We view it as a turning point."

Web Properties Can Use comScore Direct to Implement Hybrid Measurement

comScore clients can choose to implement hybrid measurement for their own
sites by embedding beacon calls on user-requested content. comScore has built
a massive infrastructure to handle billions of beacon requests, partnering
with Akamai to use their Web Application Acceleration Solutions and deliver
industry-leading response times.

Clients interested in implementing hybrid measurement should visit the
comScore Direct self-service interface at http://direct.comscore.com

comScore Clients Show Strong Support for Media Metrix 360

"As one of its first participants, Federated Media is firmly in support
of comScore's Media Metrix 360 measurement initiative," said John Battelle,
chairman of Federated Media. "This new hybrid approach represents a
critically important evolution in online audience measurement, especially for
publishers and content networks, by better accounting for niche audiences,
distributed content and the mobile environment. We view it as an important
leap forward for the industry."

"With the rapid evolution of digital media, accurate measurement of
multiplatform content has become increasingly complex," said John Sollecito,
VP Digital Media Research, MTV Networks. "comScore is helping answer the
industry's call by providing a comprehensive audience measurement solution
that will enable publishers to account for all the places their content is
consumed in the digital environment."

"comScore's panel centric-hybrid approach will increase quality,
reliability and trust of all online metrics," said Judit Nagy, VP Market
Research, MySpace. "The new methodology will capture multi-location based
online activities, and will have the ability to track the ever evolving
Social 'Net. comScore is taking Internet measurement to the next level, if
not to the highest sophistication level, ever, and delivers on the long
awaited mantra 'Internet is the most measurable media.'"

"Marketers and agencies are seeking more investment accountability,
smarter aggregation and multi-dimensional data that provides more holistic
purview of online customer behaviors," said Kate Sirkin, EVP, Global Director
of Research, Starcom MediaVest. "Starcom MediaVest applauds comScore for
driving tangible, progressive advancements in the growing and needed field of
digital audience measurement."

"Given the remarkable growth and influence that the U.S. Hispanic
consumer represents for marketers, Terra welcomes comScore's continued
efforts to improve the study of the market," said Jim McCabe, Vice President,
Sales, Terra USA. "As more and more advertisers recognize the importance of
the U.S. Hispanic market it is vital that the size and scope of the audience
is measured correctly and we applaud comScore for looking for new ways to
accurately do this."

"Media Metrix 360 represents an important step in digital audience
measurement," said Alex Baxter, General Manager, Digital, of Parade
Publications. "Combining panel and server measurement will give publishers a
'best of breed' approach that will improve accuracy, transparency and
accountability for the entire industry."

"4Kids Entertainment has been seeking a measurement methodology which
most accurately reflects online usage patterns. We strongly support
comScore's efforts to adopt a panel-centric hybrid approach to audience
measurement," said Rick Monihan, VP Online Sales, 4Kids Entertainment.
"comScore's new measurement model will bring panel and server data into
greater alignment. This will ensure that traditionally difficult-to-capture
online behavior, including access at schools and public computers, can be
accounted for. This unique measurement system will provide more precise data
and more reliable information for both advertisers and publishers."

"High-quality, reliable audience measurement is the lifeblood of any ad
network," said Russ Fradin, President of Adify, the premier vertical ad
network management platform and media services company. "comScore Media
Metrix revolutionized the ad network industry with the launch of the first ad
network measurement report several years ago. Media Metrix 360 shows their
commitment to continued innovation and leadership in measuring everything
that happens on the Web. We expect the 180+ networks on our platform will
welcome this great new measurement approach."

"As the world leader in providing multi-media weather information, it is
crucial for us to be able to accurately measure every consumer we reach
across the entire digital media spectrum," said Robert Henry, General
Manager, AccuWeather.com. "We strongly support comScore's move toward a
panel-centric hybrid methodology, and believe this approach represents the
right evolution at the right time for the digital advertising industry."

"Discovery Communications is committed to improving the quality of
Internet audience measurement and is supportive of comScore's efforts to
provide the industry with a better solution," said David Ernst, Vice
President, Digital Media Market Resources, Discovery Communications.
"comScore's hybrid solution, which combines elements of panel-based and
server-side measurement, should bring greater alignment between these two
measurement techniques and provide the industry a much more comprehensive
view of digital consumer behavior."

"As an advertising network that is focused on the aggregation of long
tail specialty-content sites," said Chuck Moran, VP Marketing of Burst Media,
"We require transparency as well as the detailed reporting of our diverse
network. We are pleased that comScore's hybrid initiative addresses both of
these needs in a manner that is grounded in a person-level panel."

"Direct, beacon-based measurement is imperative in order to reflect the
true value of ContextWeb's page level targeting across billions of Web pages
to advertisers on our ADSDAQ Exchange," said Anand Subramanian, CEO of
ContextWeb, Inc. and the ADSDAQ Exchange. "There is no other way to
effectively understand our fragmented media environment."

"We already use comScore extensively for audience measurement and
tracking user behaviour online," said Robert Jenkyn, VP Digital Solutions at
Media Experts, and member of comScore's Canadian Research Advisory Council.
"We welcome hybrid measurement as it will allow us to gain a greater insight
into consumers' site-side activity, which will deepen our usage of the
service."

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital
world and preferred source of digital marketing intelligence. For more
information, please visit www.comscore.com/companyinfo.

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