Post on 03-Apr-2020
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METHODOLOGY
Mobile Metrix
SEPTEMBER 2018
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What does Mobile Metrix Measure?
Mobile Metrix measures the UK population connecting to the Internet at least once a month from one of the following mobile devices:
Smartphone or Tablet• Any location
• Android or iOS
• Web visitation and app usage
• Main users of a phone or tablet device (single user per device)
• Aged 13+ audience for tagged entities; 18+ for both tagged and non-tagged entities
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Mobile Metrix Reports on De-Duplicated Audiences Across Mobile Platforms using a Modelling Technique
* Smartphone or tablet users with different operating systems to Android or iOS are excluded.
SMARTPHONE AUDIENCE
TABLETAUDIENCE
Android iOS Android iOS
SMARTPHONE AUDIENCE
TABLETAUDIENCE
WEB
SITE
SM
OB
ILE
AP
PS
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comScore Unified Digital Measurement Methodology: the Integration of Tag and Panel Data
UNIFIED DIGITAL MEASUREMENTMETHODOLOGY
PERSON MEASUREMENTPASSIVE PERSON-CENTRIC
DEVICE MEASUREMENTSITE/APP-CENTRIC
PANELDemographic data for tagged sites and apps;
projections for websites and apps without a tag
CENSUS PAGES TAGS, SDKsCensus (tag) data provides accurate volumes of
the traffic for tagged sites (including content distribution channels) and mobile apps
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Focus on Census Measurement
UNIFIED DIGITAL MEASUREMENTMETHODOLOGY
DEVICE MEASUREMENTSITE/APP-CENTRIC
PERSON MEASUREMENTPASSIVE PERSON-CENTRIC
PANELDemographic data for tagged sites and apps;
projections for websites and apps without a tag
CENSUS PAGES TAGS, SDKsCensus (tag) data provides accurate volumes of
the traffic for tagged sites (including content distribution channels) and mobile apps
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Census Data: Site/App-Centric Measurement Collected via Tags and SDKs
• A tag/SDK is a short code that is placed on a website or in a mobile app and is used to track an ‘event’ (e.g. page view, mobile app call, etc.)
• Census data reports on complete traffic for tagged content visited from all devices
• Some media provide census-like feeds delivering the same information as census (e.g. 3rd party content distribution platforms – Apple News, Flipboard)
Tagging is necessary for third party platform audience measurement (FBIA, Google AMP)
Tagging is necessary for Android Tabletaudience measurement
Tagging brings benefits for accuracy:
• Introduces increased granularity and stability for smaller media entities
• Assures that all activity is credited
• Allows reporting of audiences for entities that do not meet panel Minimum Reporting Standards*
*Mobile panel Minimum Reporting Standards require at least 6 panellists to be observed visiting the site/app in a month
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Census Data: Device Platforms Reported in Mobile Metrix
What devices are captured in Mobile Metrix audience data?
DEVICE PLATFORM CAPTURED BY CENSUS DATAINCLUDED IN MOBILE METRIX
AUDIENCE DATA
Android Phone
iPhone
iPad
Android Tablet
Other mobile OS & devices
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UNIFIED DIGITAL MEASUREMENTMETHODOLOGY
PERSON MEASUREMENTPASSIVE PERSON-CENTRIC
DEVICE MEASUREMENTSITE/APP-CENTRIC
PANELDemographic data for tagged sites and apps;
projections for websites and apps without a tag
CENSUS PAGES TAGS, SDKsCensus (tag) data provides accurate volumes
of the traffic for tagged sites (incl. content distribution channels) and mobile apps
Focus on Panel Measurement
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Panel details:
• Mobile devices
− An assumption of one user per device is applied (the main user concept)
• Sample is weighted to be fully balanced
− Demographically weighted targets provided by the enumeration study (MobiLens*)
− MobiLens is weighted based on targets obtained from PAMCo survey
• Android Tablet panel is not maintained in the UK
− Android Tablet audiences are reported on the basis of census data only**
comScore Mobile Panels in the UK
• Mobile panels are subsets of UK internet users that installed comScore meters on their mobile devices which track their online behaviour
• Panels are nationally representative and weighted to the universe estimates based on the MobiLens study
• Sample sizes per device (Q3/2018):
• Total Mobile (all combined) ~ 13k persons• Android phone ~ 5.6k persons, age 18+ years
• iPhone ~ 4.8k persons, age 18+ years
• iPad ~ 2.6k persons, age 18+ years
* Please see Appendix for details of MobiLens** Android Tablet panel is not maintained due to a low overall Android Tablet share of the UK traffic
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Mobile Panel: Measurement of Websites (URLs) and Apps
Connected usage for both web and appsConnected usage for web;
In Focus usage for apps
METERS RETRIEVE TRAFFIC IN REAL TIME
Android PhonesiPhones/iPads
• Due to iOS and Android operating system constraints there are minor differences in panel measurement between iOS and Android
• Android Tablet panel isn‘t maintained in the UK and thus Android Tablet audiences are reported only for tagged sites and apps
comScore
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Quality Assurance Processes
Invalid Traffic Filtration: Both General and Sophisticated IVT is filtered out• Bots
• Adware & Browser Hijacks
• Ad Injectors
• Domain Laundering
• Data Centre Traffic
URLs not requested by users are filtered out (e.g. pop-ups, pop-unders, redirects, ad banners)
Data integrity controls applied to both census and panel data:
• Data collection hourly monitoring, daily processing checks, data variance controls, monthly data quallity assurance processes
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APPENDIX
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Universe under measurement reported in Mobile Metrix data
UK online users connecting to the Internet from mobile devices at least once a month
Platform Persons 6-12 Persons 13-17 Persons 18+
Smartphone(All locations)
Not included Included(tagged content only)
Included(Android and iOS; tagged +
non-tagged)
Tablet(All locations)
Not included Included(tagged content only)
Included(iOS: tagged + non-tagged;
Android: tagged only)
Total Mobile(Smartphone &
Tablet)
Not included Included(tagged content only)
Included(tagged + non-tagged;
Android Tablets: tagged only)
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Enumeration source: MobiLens study
• comScore proprietary online survey
• Nationally representative sample of UK mobile subscribers aged 13+
− Sample quotas based on UK national census data for age and gender; geographic region balance is monitored during the fielding period
− PAMCo (http://pamco.co.uk/) is the source of universe estimates and weighting targets for the Great Britain portion of the MobiLens study
− ICM Omnibus data is the source of weighting targets for Northern Ireland
• 5,000 respondents monthly
− Mobile universe estimates calculated as 3-month averages
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Digital Audience De-Duplication: Overlap Algorithm Informed by Single Source Data
Entity Audience Resultsper Platform
OVERLAP
ALGORITHM
INPUTS
Single source dataset based on subset of country tag census data
Provides cross-device behaviour observationsat an individual person level
RESULT
De-duplication algorithm development and training
SMARTPHONE AUDIENCE
TABLETAUDIENCE
SMARTPHONE AUDIENCE
TABLETAUDIENCE
Content “A” Desktop
Content “A” Tablet
Content “A” Smartphone
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Integration of Census (Tag) and Panel Data: Unified Digital Measurement Methodology
MobileUniqueVisitors
(calculatedper device and OSplatform separately)
3 200 000
2 450 000
430 000
320 000
1 550 000 1 550 000
680 000
0
500 000
1 000 000
1 500 000
2 000 000
2 500 000
3 000 000
3 500 000
Total Cookies Total Filtered Cookies Census UVs Census UV + Panel UV
Cookies Exclude: Out-of-country Exclude: IVT Uvs from census Panel Uvs
Census Cookies to persons
methodology
Census (Tag) Data
Final Unique Visitors
estimate
Unique visitors projected from panel for the untagged
parts of the media entity
Thank you!
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For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents
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