josh chasin

NEW YORK – The popularity of digital gadgets such as mobile phones, smart TVs and streaming devices that are capable of gathering reams of data about their users are changing the way audiences are measured for advertisers and media companies. To ensure that audiences aren’t being overcounted or undercounted, identity resolution is a necessity. “It’s […]

SAN JUAN, PR — The new era of TV advertising looks likely to be measured by a multitude of providers, not just the historic single outfit. In that kind of competitive landscape, how are any of the contenders – like iSpot.tv, VideoAmp and others – going to stand out? In this video interview with Beet.TV, […]

VIA BEETCAM — Time was, understanding the effectiveness of your ad campaign was all about using the available data. But now advertisers are demanding more. In this video interview with Beet.TV, Josh Chasin, who recently left as Comscore’s chief research officer to become VideoAmp’s chief measurability officer, explains how brands are getting more demanding about […]

SEVILLE — When comScore launched in the 1990s, it began measuring consumers’ internet browsing habits by installing a software monitor on their PC. Times have changed. A lot. With devices proliferating, online life is no longer about the computer in the study – so comScore is making a move to capture everything, with a new product […]

The online ad industry’s recent embrace of TV-style gross rating point (GRP) metrics for audience measurement has come largely thanks to roll-out of GRP systems by individual metrics groups. But the whole industry will have a sector-wide agreed GRP within a year, according to an advertising representative. “Now that everyone is agreeing that GRPs are […]

The reality that many of the online ads paid for by advertisers are not really viewed by human users – or, worse, fraudulently viewed by artificial bots – has risen up the industry’s agenda of late. ComScore chief research officer Josh Chasin characterizes it as “arms race”: “You have the good actors working to eliminate […]

Over the last couple of years, media measurement’s big titans have both rolled out new ways to quantify online video consumption for advertisers – Nielsen’s Online Campaign Ratings (OCR) and comScore’s Validated Campaign Essentials (VCE). Who will win? That’s the wrong question to ask, says an exec from the comScore side. “The market has come to believe […]

Over the last year, video ad measurement firms have started reporting around 40% or 50% of video ad impressions may not really be viewed by consumers, instead invoked by fraudulent publishers looking to sell inventory. But comScore’s chief research officer Josh Chasin says the problem is over-blown. “You’ll see headlines, ‘X% of all video inventory […]

Media measurer comScore will syndicate its ambitious program to track audience consumption across five device types with a common currency later this year. “We’re about to deliver the product (Project Blueprint) to CIMM, that’s phase two,” says comScore chief research officer Josh Chasin, referring to the Coalition for Innovative Media Measurement (CIMM), a group of leading […]