1) Media Metrix 360 is comScore's next generation audience measurement approach that uses a hybrid of panel and server data. 2) It aims to provide a comprehensive and fully reconciled measurement of online audiences by leveraging comScore's global online panel and census-level digital traffic data. 3) The new approach filters server traffic and breaks it out by source integrated with comScore's panel data to develop detailed demographic profiles and person-level behavior metrics for digital audiences.

1. Introducing Media Metrix 360:
The Next Generation of Audience Measurement
Magid Abraham
CEO

2. Internet = “The Most Measurable Medium”
100% Accurate count of
server requests, but…
How many real users?
What kind of users are
they?
Which request is a valid
Page View?
How long did the users
spend on my site?
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3. Basic Problem: No Unique User ID
Web Analytics Approximation
Unique User = Cookie ID (if Cookies can be set) or
IP Address + User Agent
More Problems!
• Cookies are deleted, and when they are, the same user can be counted
multiple times
• IP Addresses change all the time causing inflation of user counts
• In any case, a UU is an attempt to identify a machine (or a browser),
which can represent multiple people or a fraction of the usage of a single
person
© comScore, Inc. Proprietary and Confidential. 3

4. Cookie Deletions Cause Repeat Visitors To Be Counted
Multiple Times
User Example:
A user visits a site 4 times during a month
He deletes his cookies twice
Cookie A Cookie
1 Deleted
1 2 3 4 5 6 7
Cookie B
8 9 10 11 12 13 14
Cookies Cookie C
2 Deleted
15 16 17 18 19 20 21
Cookie C
22 23 24 25 26 27 28
- Site
reads 3 distinct cookies
3
29 30 - Same visitor is counted 3 times
© comScore, Inc. Proprietary and Confidential. 4

5. IP Addresses Change Frequently And Cause Users to be Counted
Multiple Times
In the U.S., nearly 60% of computers have only one IP address in a month
but account for only 10% of all IP addresses
The average U.S. computer has 6 different IP addresses
© comScore, Inc. Proprietary and Confidential. 5

6. Panel Measurement
Solution Strengths However…
Tracks real people and A panel is still a sample:
measures person demographics
Universe limited to H&W
Better duration and usage
measurement Niche audiences difficult to
measure
UVs not affected by bots or
cookie deletion Hard to represent users in
Allows tracking users across large enterprises due to IT
sites and time: security policies
Cross-site usage
Audience overlap
Reach and Frequency
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7. Changing the Panel vs. Server Measurement Relationship
© comScore, Inc. Proprietary and Confidential. 7

8. Introducing Media Metrix 360:
A Panel-Centric Measurement Approach
A best of breed approach
to digital measurement
that continues to revolve
around people
© comScore, Inc. Proprietary and Confidential. 8

9. Introducing MMX 360: Panel-Centric Hybrid Measurement
Complete and Fully Reconciled Measurement
PANEL SERVERS
People Measurement Census Coverage
Reach, Demographics of Usage
Duration Anywhere
QUERY TAGS
Content
Categorization
© comScore, Inc. Proprietary and Confidential. 9

10. How Does the Hybrid Process Work?
Collect Traffic from Clean Traffic – remove non
PCs and devices human, bots, apply edit rules
Apply comScore
URL Dictionary
Total Traffic Filtered Traffic
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11. Filtered Traffic Broken Out by Source, then Home + Work Universe
Integrated with Panel
Apply proprietary Leverage Panel, derived
methodologies to develop The Universe Report detailed demographic and
comScore Universes person level behavior
Mobile Phones
Location
Gender
Shared Machines
Surfing Age
Work
Streaming Income
Home
Filtered comScore Reported comScore
Census Traffic Universes Global Panel
© comScore, Inc. Proprietary and Confidential. 11

12. Media Metrix 360: Key Benefits for Participating Sites
Comprehensive coverage; 100% of activity
– New “Universe Report” mobile and public machines
– Census-adjusted metrics in current Media Metrix reports
(Home and Work)
Improved coverage of At-Work population
Harmonization / reconciliation of panel vs. server
Granularity
More timely reporting
Transparency
© comScore, Inc. Proprietary and Confidential. 12

13. Media Metrix 360: The Web’s First True Currency
Traditional Media Currency Web Currency
Audience estimates used in setting Payments are based on server
advertising payments counts of impressions
No direct measurement of ad MMX 360 links directly to server
impressions counts:
Audience estimated from small • Full accounting of audience
samples of several 100’s to several • Panel component based on
thousands households comScore’s worldwide panel of
Limited ability to read programs or 2MM users
media with small audiences • Ultimate degree of granularity
© comScore, Inc. Proprietary and Confidential. 13

14. Media Metrix 360 Timetable
Data Period Report Availability
July 09 Aug 09
July 09 Aug 09
Aug 09 Sep 09
Sep-Dec 09 Oct 09- Jan 10
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