Into the analytics space via a partnership with Bango.
The service gives brands the ability to tag mobile web and app assets. It covers all major smartphone platforms, hundreds of feature phones, and next gen devices including tablets.
The resulting metrics will feed back how audiences engage with content and how this varies across platforms. Ultimately this should make campaigns more cost-efficient.
comScore is teaming up with Bango to fast-track the deployment of the tags.
Mark Donovan, SVP of mobile for comScore, said: "Mobile-optimized tagging answers the industry’s call for a more granular, comprehensive measurement solution to navigate the mobile landscape."
Interesting move for comScore, which is best known as an audience specialist that researches consumer behaviour, rather than a tech provider.
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The firm is currently working with GSMA on a mobile metrics service that lets advertisers select specific operator subscriber groups.
comScore’s mobile web tagging is available today at no cost to publishers worldwide.
