Comscore Pitches Social Media Deduplication Beta

Comscore has begun inviting brand marketers to participate in a private beta of a new product capable of analyzing the unduplicated audience reach generated by simultaneous exposure on social media vs. their own websites.

Details on the rollout of the new product, dubbed "Social Incremental," were not disclosed, but in a promotional announcement, Comscore described it as providing "deduplicated digital reach across web and social media -- one number, one person, multiple platforms," adding it is capable of deduplicating the following scenario:

"The same individual could be watching a show on a streaming service, browsing social media, and shopping on a website... all at the same time."

The pitch does not disclose the explicit methodology, but describes it as using "machine learning and AI applications."



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