Save 35% on an annual Digiday+ membership. Ends June 5.
ComScore knows as much about what people do on the Web as anybody in the business. Plus, it compiles data on nearly every big publisher with a recognizable URL. Theoretically, the company could make a killing selling that data on an exchange, to an ad network or even directly to an advertiser. But it’s not going there, ever.
“We get a call a least once a week,” said ComScore CEO and president Dr. Magid Abraham. “But we’ll never do it.”
Why not? Other companies in the analytics and measurement space, like say Quantcast or TubeMogul, have shifted to becoming ad sellers in some form or another.
“No,” said Abraham. “If we do that, there goes our third-party nature. There goes our objectivity. We need to stay neutral. We want to facilitate ad buying and selling, but we’ll never take a side.”
More in Media
YouTube’s AI remix push exposes a looming reckoning for the creator economy
YouTube’s Gemini Omni integration has highlighted some of the major problems generative AI poses in the creator economy.
Why creator Lola Torres prefers the stability of affiliate marketing over brand partnerships
Creator Lola Torres on the hustle of building her career in affiliate marketing, the challenge of creator programs, and more.
Media Briefing: Perplexity’s new ‘trust and transparency’ pitch does little to win over publishers
Perplexity wants to be a trusted partner to publishers, but a growing list of copyright lawsuits are making that a difficult sell.