MERCADEO Versión en español
Publishers have to pay to track their audiences on different distributed platforms
Manuela Walfenzao| 3 de marzo de 2016
Publishers are searching for new distributed platforms within the digital environment to face the future. Platforms offer different services like Instant Articles at Facebook, Apple News and Flipboard, where they hope to make money by selling ads. But these services still dont have a traffic measurement system in their web sites and publishers need to have a record of this data.ComScore offers a measurement service, but there are many technical challenges to put in place this technology in each platform, and publishers must pay up for this service. The cost rates of measuring each network per year are between US$15,000 and US$20,000, however ComScore is working on customized plans for each client and the fee goes down as the tracking is done in several networks. Quantcast and SimilarWeb also offer audience measurement. One problem mentioned by publishers is that Apple News still is not integrated to the ComScore measurement system. Spokespersons at Apple said that the alliance will be released to the market in coming months.
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