MUMBAI: Audience measurement just got a serious glow-up. Comscore, the NASDAQ-listed media analytics firm, is now tracking social reach as part of its global MMX platform suite adding nine new international markets to its existing lineup. The latest expansion brings Chile, Colombia, Peru, Germany, Ireland, Taiwan, Indonesia, Malaysia, and Australia into the fold, allowing for a deduplicated view of audiences across desktop, mobile and now, social media.
With this move, Comscore’s Social Incremental enhancement is poised to change the measurement game for brands and publishers, offering a sharper lens on total digital reach, a boon for campaign optimisation, cross-platform planning, and unlocking real value from social audiences.
Already available in 10 other countries including India, the US, UK, and Brazil, this expanded rollout means that publishers and advertisers can now track true audience overlap, total combined reach, and platform-specific lift with unprecedented precision.
“Having Comscore’s unified view of audiences across all platforms, including social, is incredibly powerful,” said Future senior director of marketing Vic Chappell. “It’s essential not just for transparency, but for unlocking value in our advertiser partnerships.”
Social media isn’t just getting its due, it’s becoming a cornerstone. As Sandra Prosperi of Hearst Spain put it, “Social media is essential for building brand relationships. Now we can show total reach that includes social, an absolute must for global campaigns.”
Comscore’s secret sauce? A proprietary digital panel at scale, which powers its Social Incremental methodology privacy-first, deduplicated, and engineered for action. According to Comscore EVP international Alejandro Fosk the innovation “efficiently organises data with precision and uncovers interconnections across platforms. This is not just audience tracking. This is audience intelligence.”
The update will also reflect in Comscore’s Digital Industry Rankings, provided entities have activated full measurement now with social baked in.
With attention spans fleeting and platforms multiplying, Comscore’s new move might just be the clearest signal yet: in the race for reach, you can’t afford to leave social on the sidelines.
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