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ComScore, GfK MRI form audience measurement partnership

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Reston, Va.—Audience measurement companies comScore Inc. and GfK MRI announced a partnership to develop a new product to link online media habits with consumption of print and other media. This unified database will be known as comScore-MRI Fusion. With the products, comScore and GfK MRI hope to provide media companies and marketers with insight into unduplicated cross-media audience reach, demographic audience profiles and product usage information. “ComScore-MRI Fusion bridges the gap between online and offline media consumption and helps provide a more holistic view of how audiences are reached in a multimedia environment,” Steve Dennen, comScore VP-business development, said in a statement.
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