Just one year after being presented to its clients in Spain, Comscore confirms that it will launch in 2023 its new cookieless methodology for measuring content and advertising audiences, UDM 2.0 , which complies with European privacy legislation (RGPD) and is aligned with the measurement guidelines established by the WFA (World Federation of Advertisers).
The deployment of this new methodology, an evolution of the current UDM, with the United States being the first country in which it will go into production, in the second quarter of the year, and followed by the rest of Comscore's priority markets, including Spain.
According to Paul Goode, Senior Vice President Strategic Partnerships at Comscore : “UDM 2.0 luxembourg number data is a privacy-compliant solution that is not dependent on third-party cookies and is designed for cross-media integration with other measurements.”
"It will also rely on first-party data environments developed by programmatic buying operators, responding to the need for transparent, sustainable and quality measurement repeatedly expressed in the main markets in which Comscore operates," he added.
For Jaime Agulló, Vice President and Managing Director for Southern Europe, the Middle East and Africa at Comscore, Comscore's commitment to deploying this new methodological evolution in Spain strengthens its long-term service capacity for a client portfolio that continues to trust in its ability to apply the latest technology and methodology for measuring audiences of content and advertising in Spain in record time, in order to provide a complete and reliable measurement of digital audiences.
In the words of Andrea Sangalli, International Product Manager at Comscore , “UDM 2.0 enables the integration of first-party data into a future-proof measurement solution, enabling us to respond to some of our clients’ key needs, such as the full integration of video audience measurement, the production of daily audience data or the incorporation of digital measurement of consumption from connected televisions.”