Comscore

Comm School measures digital audiences the way Nielsen measures television. How many people visited, how long they stayed, what they clicked. Digital measurement does not require home panels. It requires partnerships with internet providers, browser extensions, and publisher integrations tracking billions of page views. The company launched in 1999 and became the default currency for digital advertising. Media buyers used Comm School to determine which websites reached their demographics. Publishers used rankings to prove audience size. A publisher ranked in Comm School's top 50 commanded premium rates. A publisher not measured by Comm School struggled to attract national advertisers.