ComScore's Global Reach; Eat24 Fooled The Press

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ComScore’s Global Metrics

ComScore released Tuesday a new audience metric designed to measure global audiences of unique individuals across multiple platforms. “With a huge and growing proportion of our traffic coming from non-PC devices such as smartphones and tablets, it is commercially vital to both understand these incremental audiences and be able to represent them fully to the global media buying community,” said Mike Pilcher, comScore's senior vice president for sales, EMEA. Read the press release.

April Fools

Food delivery startup Eat24’s public breakup with Facebook on Tuesday garnered significant attention from the business press. Among other grievances, Eat24’s grounds for divorce pointed to Facebook’s changing algorithms and a lack of trust. Is this the dawn of the marketer rebellions against Facebook? Doug Weaver deliberates in his latest column on The Drift.

Déjà Vu

In the battle for social TV dominance Twitter can’t beat Facebook with scale, so it’s trying with technology. Ad Age reported Facebook TV analytics partner SecondSync (based in the UK) was snatched up by Twitter, just as former Facebook partners Trendrr and Bluefin Labs were. Kantar Media, which has a minority stake in SecondSync, also announced plans to expand its partnership with Twitter. Twitter also bought French social TV analytics company Mesagraph. Read more.

Apps Dominate The Mobile Web

According to a recent report by Flurry Analytics, US consumers spend an average of two hours and 42 minutes per day on mobile devices, up from 2 hours and 28 minutes per day in March of 2013. Eighty-six percent of that time is spent using apps, whereas 14% of time is spent on mobile browsers. Here’s a shocker: Mobile applications are poised to monetize through advertising. “EMarketer also projects that the mobile ad market will grow 75% this year, making the opportunity even bigger.” Read more.

Mobile, And Beyond

Mobile ad firm 4INFO is taking its technology cross-screen with a new product, AdHaven Bullseye MultiScreen. “Because we solved the mobile targeting issue first, 4INFO can reach the same households online by working with our data partners to extend the bidding process to defined households using the online industry standard of cookies,” said 4INFO CEO Tim Jenkins. Read the release.

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