Fortune gave this piece a Diggbait title:
Everyone Hates Comscore (I am quoted)
But the truth is more like this: Everyone Wishes They Shared the Same Reality.
The promise of online marketing is not yet delivered upon. Meanwhile, we have an arbiter that often seems disconnected from reality, at least from the point of view of website publishers.
There’s alot of work to be done to bridge the gap, and it’s not all Comscore’s fault. I am looking forward to my interview with Comscore founder Gian Fulgoni at the upcoming CM Summit in October, where we can really suss some of these issues.
I will also be interviewing Twitter (and Blogger) co-founder Evan Williams, as well as Laura Desmond, the global CEO of Starcom (one of the largest media buyers in the world) and David Rosenblatt, who runs DoubleClick.
I wish marketers would just switch from comScore to Quantcast already. It is by far more accurate. I already know a number of companies that use Quantcast over comScore in their media planning.