comScore/UKOM Summary of Methodology April 2018 © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents Relationship between UKOM and cS comScore and UKOM are separate entities with contractual relationship UKOM = comScore = Governance Body Digital Audience Data Possessor UKOM, via its Executive, Technical and comScore develops methodologies, processes Commercial Boards, monitors and governs the data, supplies the market with audience data quality and methodologies of the comScore and provides subscribers with an interface approach providing reassurance to the industry that standards are being met in the UKOM endorsed products © comScore, Inc. Proprietary. 2 comScore/UKOM Digital Audience Measurement Who is this presentation for and how What data do we provide? can they use comScore/UKOM data? • Comprehensive data about digital • Buy and sell side: people that use audiences across websites, mobile apps comScore tools to create reports, but and content categories don’t have any in-depth knowledge around the methodology Where can you access it? • Delivers common UK industry standard • Via the comScore user interface for online audience reporting and How do we do it? planning • Integrating census (tag) with panel • Allows competitive comparisons, (person-centric) measurements campaign planning, audience trend analyses, reach/frequency analyses and much more © comScore, Inc. Proprietary. 3 What does comScore/UKOM Report on? comScore/UKOM data reports on: Online audiences across devices “The consumers of content” © comScore, Inc. Proprietary. 4 What does comScore/UKOM Measure? Computer/Laptop • Home* computer audience: users aged 6+ years The UK population • Work* computer audience: users aged 18+ years connecting to the Smartphone/Tablet Internet at least • Any location once a month from • Android or iOS one of the • Main users of a phone or tablet device following devices: (single user per device) • Aged 13+ audience for tagged entities; 18+ for both tagged and non-tagged entities * Please note that Home and Work are ownership statuses, not locations. For example, an employer- © comScore, Inc. Proprietary. 5 owned laptop that a user takes home (or to an internet cafe) remains a work machine comScore/UKOM Data Reports on De-Duplicated Audiences Across Platforms using a modelling technique DESKTOP WEBSITES WEBSITES AUDIENCE DESKTOP SMARTPHONE TABLET AUDIENCE AUDIENCE AUDIENCE SMARTPHONE AUDIENCE VIDEO MOBILE MOBILE APPS TABLET AUDIENCE Home Work Android iOS Android iOS * Excluded are audiences connecting to the Internet from shared computers (Internet cafes, libraries, © comScore, Inc. Proprietary. 6 etc.) and smartphone or tablet users with different operating systems than Android or iOS. comScore Unified Digital Measurement Methodology: the Integration of Tag and Panel Data PERSON MEASUREMENT DEVICE MEASUREMENT PASSIVE PERSON-CENTRIC SITE/CONTENT-CENTRIC UNIFIED DIGITAL MEASUREMENT METHODOLOGY PANEL CENSUS PAGES TAGS, SDKS Panel (person) data provides cookie per person Census (tag) data provides accurate volumes information (PC), demographic data, and projections of the traffic for tagged sites (incl. content distribution channels) for websites and apps without a tag © comScore, Inc. Proprietary. 7 Focus on Census Measurement PERSON MEASUREMENT DEVICE MEASUREMENT PASSIVE PERSON-CENTRIC SITE/CONTENT-CENTRIC UNIFIED DIGITAL MEASUREMENT METHODOLOGY PANEL CENSUS PAGES TAGS, SDKS Panel (person) data provides cookie per person Census (tag) data provides accurate volumes information (PC), demographic data, and projections of the traffic for tagged sites (incl. content distribution channels) for websites and apps without a tag © comScore, Inc. Proprietary. 8 Census Data: Site/App-Centric Measurement Collected via Tags • A tag is a short code that is placed on a Tagging brings benefits for accuracy: website or other web based content asset and is used to track an ‘event’ (e.g. page • Introduces increased granularity and view, mobile app call, etc.) stability for smaller media entities • Assures that all activity is credited • Census data reports on complete traffic • Delivers audience data for platforms for tagged content visited from all devices where a panel is not maintained (Android Tablets) • Some media provide census-like feeds delivering the same level of information • Covers all platforms and provides a as census (e.g. YouTube, 3rd party content picture about device shares distribution platforms) © comScore, Inc. Proprietary. 9 Census Data: Device Platforms Reported in Multi-Platform Audience • What devices are captured in comScore/UKOM multi-platform audience data? Included in Multi-Platform Device platform Captured by Census Data Audience Data PC Mac Android Phone iPhone iPad Android Tablet Other mobile OS & devices OTT & other devices © comScore, Inc. Proprietary. 10 Focus on Panel Measurement PERSON MEASUREMENT DEVICE MEASUREMENT PASSIVE PERSON-CENTRIC SITE/CONTENT-CENTRIC UNIFIED DIGITAL MEASUREMENT METHODOLOGY PANEL CENSUS PAGES TAGS, SDKS Panel (person) data provides cookie per person Census (tag) data provides accurate volumes information (PC), demographic data, and projections of the traffic for tagged sites (incl. content distribution channels) for websites and apps without a tag © comScore, Inc. Proprietary. 11 comScore Panels in the UK • The panel is a subset of UK internet users that Panel details: installed comScore meters on their devices • Desktop and laptop which track their online behaviour Windows computers are empanelled but • It is nationally representative and weighted to Macs are not covered (they are covered by the universe estimates based on the PAMCo census and universe estimates) survey • Mobile devices • Sample sizes per device (Q1/2018): an assumption of one user per device is applied (the main user concept) • Desktop/laptop ~ 75k persons, age 6+ years • Total Mobile (all together) ~ 11.5k persons • Sample is weighted to be fully balanced • Android phone ~ 5.2k persons, age 18+ years • Demographic weighting targets provided by the enumeration study (PAMCo) • iPhone ~ 4.6k persons, age 18+ years • Behavioural weighting targets (Internet • iPad ~ 1.7k persons, age 18+ years intensity*) for desktop are inferred from total country census (tag) data * Intensity means Page Views consumed per a monthc © comScore, Inc. Proprietary. 12 Desktop Panel: Passive Measurement of Online Activity WHO IS USING THE COMPUTER? Continuous passive measurement via a software meter distinguishes between users of a computer and assigns each browsing session to a specific person © comScore, Inc. Proprietary. 13 Mobile Panel: Measurement of Websites (URLs) and Apps iPhones/iPads Android Phones Connected usage for web; Connected usage for both web and apps In Focus usage for apps METERS RETRIEVE TRAFFIC IN REAL TIME • Due to iOS and Android operating system constraints there are minor differences in panel measurement between iOS and Android • Android Tablet panel isn‘t maintained in the UK and thus comScore Android Tablet audiences are reported only for tagged sites and apps © comScore, Inc. Proprietary. 14 Quality Assurance Processes Invalid Traffic Filtration: Both Data integrity controls applied to General and Sophisticated IVT is both census and panel data: filtered out • Data collection hourly monitoring, • Bots daily processing checks, data variance • Adware & Browser Hijacks controls, monthly data quallity • Ad Injectors assurance processes • Domain Laundering • Data Centre Traffic URLs not requested by users are filtered out (e.g. pop-ups, pop-unders, redirects, ad banners) © comScore, Inc. Proprietary. 15 [email protected] How do I get access to comScore/UKOM Digital Audience Data? comScore MyMetrix Interface – online system for data analyses Fast dashboards and charts Detailed stats Third party bureaux For an access, please contact [email protected] or your data bureaux © comScore, Inc. Proprietary. 16 Audiences Reported in Specific comScore Products MMX MMX Multi-Platform Audience visiting websites from De-duplicated audience of MMX, desktop computers VMX Desktop and MoMX Video Metrix Desktop (VMX) Video Metrix Multi-Platform Audience consuming video from (VMX MP) De-duplicated desktop computers audience consuming video from Mobile Metrix (MoMX) desktop computers or mobile Audience interacting with mobile devices applications and visiting websites from Android or iOS smartphones or tablets © comScore, Inc. Proprietary. 17 APPENDIX © comScore, Inc. Proprietary. 18 Universe under measurement reported in comScore/UKOM data UK online users connecting to internet at least once a month Platform Persons 6-12 Persons 13-17 Persons 18+ Desktop Included Included Included (Home & Work) Mobile Included Included Not included (All locations) (tagged content only) (Android and iOS) Multi-Platform Desktop + Tagged All platforms Desktop only (Desktop & Mobile) mobile content (tagged + non-tagged) © comScore, Inc. Proprietary. 19 Enumeration source: PAMCo study • PAMCo (http://pamco.co.uk/) is the resource of internet penetration data for Great Britain • Based on a random sample of 35,000 persons per annum in GB • Includes comScore questions to gather household, respondent and internet information on variables needed for universe estimates (weighting targets) • Provides comScore with internet penetration estimates on quarterly basis • ICM Omnibus data is used as the establishment survey for Northern Ireland