‘It can’t be optimized’: Agency buyers see comScore’s value diminishing

by Shareen Pathak
It’s a tale as old as digital media: Publishers don’t like comScore traffic metrics. Most of the time, comScore traffic is lower than publishers’ own internal metrics. Some call it the comScore haircut. Now, for buyers, who have more tools available than before and have more digital media buys designed for direct-response, its value as a way to decide what websites to spend mo ...Read the full article