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.”
-
Member ExclusiveMedia Buying Briefing: The latest media agency estimates for 2023 revenue are out and they remain, well, upbeat
Two holding company media agency analysts continue to hold a more positive, if slightly tempered outlook on 2023 given strong results for 2022.
-
The case for and against publishers continuing holiday-specific commerce coverage post-Black Friday weekend
Black Friday is over but publishers are up in the air about whether or not to continue covering holiday sales in the lead up to the holidays.
-
Why PMG’s Nike win doesn’t seem all that unusual for the indie media agency
The Texas-based independent agency continues to grow its roster of clients after landing Nike's media AOR business for North America.
-
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
-
Media Briefing: Publishers see a bump in commerce sales during Black Friday weekend despite economic downturn
Publishers' commerce businesses show positive signs that consumers are still shopping despite the economic downturn.
-
CNBC to test increases on its subscription prices next year
After seeing continued subscriber growth to its two products, CNBC will begin testing price increases next year.
