E provides key analytics about advertising campaigns to ad buyers, the company also offers Validated Media Essentials to advertising sellers, allowing them to evaluate their advertising inventory and optimize their monetization strategy with metrics comparable to those used by ad buyers. In 2015, the company announced comScore Industry Trust (www.industrytrust.com) multi-part initiative that addresses a fundamental problem in advertising ecosystem, such as the increasing lack of trust between ad buyers and sellers resulting from fraud and non-human traffic that has become a fixture of programmatic advertising. Industry Trust activates key comScore metrics-Non human traffic data, Media Metrix rankings, vCE viewability metrics, and demographics-directly in programmatic trading platforms. Industry Trust allows media buyers the ability to conduct traditional and programmatic buys based on the same set of trusted metrics. Industry Trust also supports the needs of ad sellers, providing a mechanism for premium publishers to distinguish themselves on programmatic platforms through the quality of their inventory, certified by comScore. Enterprise Solutions The company’s enterprise solutions center on Digital Analytix (DAx), its software-as-a-service-based product for digital media businesses. DAx integrates a client’s digital media data from multiple sources, including Web, mobile, video and social media interactions and is further improved by the company audience measurement data. The company’s data architecture provides clients with a business intelligence tool for digital media analytics, which could also be integrated with additional data from third party providers and internal systems used for tasks, such as customer relationship management. Customers could access DAx data sets and reports at any time through an online interface. Customers During the year ended December 31, 2014, the company provided service to approximately 2,550 customers (including approximately 90 Fortune 500 companies) worldwide with its geographic base of employees located in 32 locations in 24 countries. The company’s customers include Internet-based companies, such as Microsoft, AOL, Google (Google, Inc.), and Yahoo!, as well as market leading companies in various industries, including Internet service providers, investment banks, creative media agencies, consumer banks, wireless carriers, pharmaceutical manufacturers, credit card issuers, and consumer packaged goods companies. Selling and Marketing The company sells the majority of its products through a direct sales force organized in teams focused on new business development; care, renewal, and new sales to existing clients; and vertical specialists focused on selling into the consumer packaged goods, entertainment, financial services, media, pharmaceutical, retail, technology, telecommunications, and travel industries. Its primary geographic markets are the United States, Canada, Europe, Latin America, and Asia. Research and Development In 2014, the company incurred $60.4 million on research and development. Intellectual Property The company’s intellectual property portfolio includes approximately 32 U.S. patents and 29 international patents. It also has approximately 70 U.S. and international patent applications pending. Some of the company’s registered marks include comScore, Media Metrix, MyMetrix, and vCE. Competition The company’s principal competitors include online advertising companies that provide measurement of online ad effectiveness and ad delivery used for billing purposes, including Nielsen (The Nielsen Company (US) LLC), DoubleClick (owned by Google), Atlas (owned by Facebook), and certain divisions and products within The Kantar Group (Kantar) (owned by WPP plc (WPP)); full-service market research firms and survey providers that might measure online behavior and attitudes, including Harris Interactive, Ipsos OTX, Synnovate, GFK, certain divisions and products within Kantar (owned by WPP), and Nielsen; companies that provide advertising technology point solutions, including DoubleVerify, Integral Ad Science, MOAT, and WhiteOps; companies
comscore inc (SCOR:NASDAQ GS)
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