ScorecardResearch
ScorecardResearch is a audience measurement data collection service within the Comscore ecosystem.
Analyst Perspective
ScorecardResearch is a web behaviour and survey-based audience research service operated by Full Circle Studies, Inc. and owned within the Comscore group. It collects anonymised internet browsing activity and demographic inputs through web tagging and voluntary survey participation, then feeds that information into Comscore's broader media measurement and internet trend reporting products. The service is not presented as a mass-market consumer product sold directly to end users. Instead, it functions as a foundational data asset supporting Comscore's enterprise analytics, audience measurement, media planning, and research offerings used by advertisers, agencies, publishers, researchers, and analytics teams.
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Key insights about ScorecardResearch
Category Differentiation
ScorecardResearch is not a credit scoring or sports scorecard product. It is a web audience measurement and market research data collection service within the Comscore ecosystem.
ScorecardResearch: About
The business model is data collection and insight generation embedded within a larger enterprise measurement business. ScorecardResearch gathers privacy-conscious behavioural and survey data, which Comscore packages into paid audience measurement, analytics, and planning products. Value is created by combining panel-style inputs with observed web usage to improve internet audience visibility and trend analysis for business customers.
How ScorecardResearch Works & Monetises
Business model analysis and core revenue streams
Monetisation is primarily indirect through Comscore's enterprise subscriptions, data licensing, and contracted access to audience measurement datasets and analytics products. Pricing likely varies by dataset scope, market coverage, access tier, and contractual usage rights, with ScorecardResearch serving as an upstream data input rather than a separately priced consumer product.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Media Channel
Technology
Recent Signals (ScorecardResearch)
No Winners In Battle Between Ad Blockers and Those Trying To Circumvent Them
Martin Delaney's Data-Driven Thinking column examines the ongoing 'war' between ad tech engineers seeking to deliver ads and ad blocker administrators seeking to block them. The piece traces the evolution from domain switching—changing ad server domains to dodge filter lists—to a barrier where blockers deploy full third-party script blocks, forcing publishers to whitelist essential third-party content or face widespread blocking. It notes that analytics tools like Google Analytics and ScorecardResearch are typically not whitelisted, rendering ad-blocking visitors invisible in those services. In response, engineers have pursued server-side stitching and other delivery methods that circumvent third-party calls, but blockers can still enforce blocks. The author warns this arms race risks degrading user experience, accidentally blocking legitimate content, and potentially forcing publishers to shed editorial content as collateral. Overall, the column argues there are no winners in this escalating cat-and-mouse dynamic.
Read original sourceScorecardResearch: Frequently Asked Questions
What is ScorecardResearch?
ScorecardResearch is a market research and audience measurement data collection service that gathers anonymised web browsing and survey data for use in Comscore's analytics products.
Who uses ScorecardResearch?
Its outputs support advertisers, agencies, publishers, market researchers, media planners, and analytics teams that buy or consume Comscore measurement products.
How does ScorecardResearch make money?
It contributes data to Comscore's paid enterprise subscriptions, licensed datasets, and analytics offerings rather than operating as a clearly separate consumer-paid product.
Company Facts
- Core Segment
- Data Provider / Broker
- Official Link
- scorecardresearch.com