Last up in my crowdsourcing of CM Summit conversations is Gian Fulgoni, Founder and Chair of Comscore, the controversial and defacto measurement service for the Internet.
Gian is no stranger to these pages, I’ve interviewed him recently here; posted about his company here, and here. Comscore is the company “everyone loves to hate,” according to a recent Fortune piece.
My own view of the company has become more nuanced in the past year or so. I am on the board of the IAB, and Comscore, along with rival Neilsen, have agreed to undergo an MRC audit to address, once and for all (we hope), the discrepancies between their panel based measurement systems and what publishers see in their own logs. Fulgoni has been vocal in his defense of Comscore’s weighted approach, which he says takes into consideration factors that internal logs don’t – in particular multiple IP addresses and cookie deletion. Sound boring? It’s not, if you care about the future of the entire marketing ecosystem.
Read More