UKOM extends partnership with comScore to 2018

Douglas McArthur: chairman of UKOM
Douglas McArthur: chairman of UKOM

UKOM, the UK's industry-recognised online media measurement for advertisers, has extended its contract with comScore to supply data for media owners, advertisers and media agencies until March 2018.

UKOM is jointly owned by industry bodies AOP and IAB. It initially launched in the UK in partnership with Nielsen, but switched to comScore for the start of 2013.

Since comScore became the official partner, UKOM has provided industry standard status endorsement to comScore MMX, comScore Video Metrix and comScore MMX Multi-Platform services and have provided Development Level endorsement to comScore Mobile Metrix, which was launched in January 2015.

The new contract ensures continued development of measurement across new platforms as the digital landscape evolves. The standard metric helps provide a comparable and holistic view into today's digital consumption habits.

Douglas McArthur, chairman of UKOM, said: "UKOM has truly come of age over the past couple of years and is now firmly established as the digital audience measurement standard for the media industry, which has been the industry-wide ambition for UKOM since its beginning in 2010."

Bob Wootton, director of media and advertising at ISBA, said: "Trusted measurement is essential for advertisers to take full advantage of the opportunities that the digital channel affords in reaching consumers.

"We applaud UKOM and comScore on the results they have delivered in the past two years and are eager to see the benefits this partnership will bring to the advertising community in the future."

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