ScorecardResearch

The business model centres on supplying raw and structured audience data into Comscore’s commercial measurement and analytics offerings. ScorecardResearch uses embedded web tags, tracking beacons and online surveys/panels to collect browser and app usage statistics, demographics and behavioural signals across participant sites and users. These data are aggregated and anonymised, then incorporated into Comscore’s digital media analytics and market research products.

Value is created by enabling more accurate cross-site and cross-platform audience measurement for enterprise media buyers and sellers. The data improve the reach, frequency and audience composition metrics that underpin planning, buying and performance evaluation in digital media. The entity behind scorecardresearch.com does not typically charge the websites or end-users providing data; instead, the value is realised when Comscore packages the resulting datasets into paid audience measurement services for professional customers.

ScorecardResearch is an online audience measurement and data collection service operated by Full Circle Studies, Inc., which is owned by Comscore, Inc. It collects internet usage and behavioural data through web tagging (beacons and scripts embedded on publisher sites and apps) and voluntary surveys and panels, feeding this information into Comscore’s wider digital media analytics products.

The service itself functions as the data-collection layer within Comscore’s market research community, rather than as a standalone paid product. Revenue is generated indirectly when Comscore sells syndicated measurement, analytics and reporting services to digital publishers, broadcasters, advertisers, advertising agencies and network operators that rely on these aggregated datasets for audience measurement and planning.