Special Report: Media Mavens 2012

Media Mavens: Josh Chasin, ComScore

Chief Research Officer Is Working Toward Bringing TV Measurement Standards to the Internet

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Josh Chasin
Josh Chasin

Résumé: After 17 years at Arbitron in the '80s and '90s, Josh Chasin left for a digital startup "that didn't start up," then became CEO of Simmons Research, then Northstar Interactive before starting a consultancy, where he worked into a top research job at ComScore.
Challenge: Getting Media Research Council accreditation for ComScore's online-audience measurement.
Biggest accomplishment: Getting halfway there, with OK for ad-delivery measurement.
Quick fact: He interviewed for and took $4.50-an-hour job at Arbitron out of college, then discovered it was really $5.50 and thought: "More than $200 a week, what am I going to do with all that ?"

Mr. Chasin started on ComScore's effort to win Media Rating Council accreditation for online-audience measurement more than six years ago as a consultant and ultimately chief research officer.

ComScore in July got the MRC OK for Verified Campaign Essentials' service to verify ads have been served. Now it's working through what it hopes are final stages to win approval for a system for delivering the online equivalent of TV's gross rating points.

But Mr. Chasin knows his work has just begun.

"The problem is the goalposts keep moving. We're pretty close to where we want to be with measuring the internet from home and work computers. But now in excess of 10% of internet page views come from mobile, so we need to figure out a way to track mobile and tablets as well."

And when measurement catches up with that , he said, "I'd bet something else comes along and changes the landscape that we didn't see coming."

With both ComScore and Nielsen bearing down on full MRC accreditation of online audience and ad serving, digital may defy an industry tendency toward monopolies.

"We're not fighting a war of attrition with Nielsen," he said. "I think we're both healthy. There's enough market for us both to operate profitably."

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