comScore Rolls Out MMX Multi-Platform in Spain

Digital audience measurement specialist comScore has rolled out its MMX Multi-Platform tool in Spain, to provide unduplicated accounting of audience size and demographics across multiple devices.

In Spain, comScore says 60% of the digital media population now accesses the Internet from more than one device, underlining the need for such a solution.

The tool, which was first < 16482>piloted in the US in 2012, builds on comScore's MMX, Mobile Metrix and Video Metrix services, which are part of its Audience Analytics suite and provide viewing figures for traditional and mobile-optimised web pages, mobile/tablet apps, and video content. The new platform can be used to demonstrate the size and characteristics of the total digital population to agencies and advertisers, to decide whether to strengthen or eliminate underperforming platforms from a campaign or strategy, or to benchmark against competitors.

Web site: www.comscore.com .