The precision and representativeness of the comScore panel has been validated by several leading industry bodies and the use of independent third-party data sources. Though comScore is confident in its application and use of rigorous statistical methods, we recognize the value in having our data and related methodologies validated by impartial third parties.

One important validation was provided by The Advertising Research Foundation (ARF),which has conducted a thorough evaluation of the comScore methodology.

comScore Direct has been accredited by the Media Rating Council, (MRC), the industry group that audits media research companies in the United States through its independent Certified Public Accountants. While this accreditation applies to the comScore Direct – Traffic Audit Report only, it is a significant milestone for our company as it shines a light on our ongoing commitment to data quality and transparency. An audit of the U.S. Media Metrix, service is currently underway in a phased approach which has completed review of the meter technology, our enumeration study to develop Internet universe estimates, our panel recruitment and maintenance, our Client Focus Dictionary defining reportable web properties and site census data via tagging. The audit will continue during the first half of 2012, focusing on the final phases: back-end data processing and calibration. Separately, an MRC audit of comScore’s Validated Campaign Essentials and AdXpose is also underway with expected completion of the audit in early, 2012.

Another important validation of the comScore panel is through the use of the U.S. Department of Commerce quarterly estimate of e-commerce sales. comScore releases its quarterly e-commerce data approximately two weeks following the end of the quarter and several weeks prior to the release of the Department of Commerce estimate. Since comScore began releasing e-commerce data in 2001, our estimates have closely matched the Department of Commerce sales data, typically within a range of 2-3%.