Presentation to the IAB Audience Measurement Leadership Forum New York City; November 29, 2007

Proprietary and Confidential Do not distribute without written permission from comScore Key Talking Points ■Panel data versus site centric data ■“The last 2 feet” ■comScore Media Metrix in the online metrics mix

Proprietary and Confidential Do not distribute without written permission from comScore The Two Component Parts of Online Metrics Audience Measurement Web Analytics

Proprietary and Confidential Do not distribute without written permission from comScore Online Metrics Audience Measurement ■People are notoriously more difficult to measure than machines ■Evolved over nearly 80 years to provide media, advertisers with a common currency, “consensus view” ■Marketing, ad sales ■Reach, frequency, gross impressions ■“Uniques” = Unduplicated persons Web Analytics ■Machines talking to machines leave “digital breadcrumbs” ■A science has emerged around mining this data for making site optimization decisions ■IT, CRM, web design ■KPIs ■“Uniques” = Unduplicated cookied browsers Two different but overlapping disciplines… different histories and cultures… both vital to the success of Internet business

Proprietary and Confidential Do not distribute without written permission from comScore Deviation Between Unique Cookied Browsers, Unique Persons ■Unique Cookied Browser counts (WA) are generally of a greater magnitude than Unique Visitor counts (audience measurement) ■Key drivers of the differences: –Cookie deletion –Duplication across work and home usage –Non-human traffic –US-only versus international traffic

Proprietary and Confidential Do not distribute without written permission from comScore Audience Measurement: “The Last Two Feet” The consumer: ■Engages with media ■Multi-tasks ■Sees ads ■Develops brand attitudes ■Buys things, both online and off 2 feet

Proprietary and Confidential Do not distribute without written permission from comScore Our Business: Digital Marketing Intelligence Internet Plus Leading Digital Marketing Intelligence Platform Digital Media and Commerce Radio TV Traditional Media Audience Measurement Buying Behavior + + Competitive Intelligence Deep Consumer Insights

Proprietary and Confidential Do not distribute without written permission from comScore Digital Intelligence at All Stages of the Marketing Process… From Exposure to Purchase Audience measurement Ad campaign exposure Advertising effectiveness comScore Media Metrix comScore Media Metrix Consumer attitudes, intentions comScore Marketing Solutions comScore Marketing Solutions Broad Product Offering Media Metrix Market Share and Competitive Benchmarking Plan Metrix Campaign Metrix World MetrixqSearch Video Metrix Loyalty and Retention Analysis Ad Metrix Brand Metrix Search; purchase behavior (eCommerce, offline)

Proprietary and Confidential Do not distribute without written permission from comScore Way, Way More Than Pages ■The Internet is really a collection of media: –Static web pages –AJAX –Streaming audio –Streaming video (CGM) –Streaming video (TV on the web) –Search –Social networking –Widgets –Conversational media –Gaming –Commerce (retail, financial services, etc.) ■The measurement environment will inevitably grow more complex as Internet media continue to emerge and evolve

Proprietary and Confidential Do not distribute without written permission from comScore Conclusion: The Internet is The Most Measurable Medium ■And is, thus, the medium with the most measures ■Inevitably, some of these measures will appear to conflict ■Audience measurement companies and Web Analytics companies (and indeed third party ad servers) all produce estimates called “Uniques” –And each kind of “Uniques” has a unique meaning ■All three kinds of data… –Audience measurement panels –Web analytics solutions –Third party ad servers ■…serve an important purpose in the value chain ■Better to focus on the value each provides than to get hung up on the seeming paradoxical nature of our abundance of metrics