comScore To Support AMP Project, Better Tracking Of Accelerated Mobile Pages

Rating service wants to ensure fast-loading AMP pages are credited properly to publishers.


As publishers are considering making use of the new Google-backed accelerated mobile pages (AMP), some might wonder if they’ll be properly credited when this fast-loading content appears at Twitter, Google and elsewhere. Enter tracking service comScore, which is pledging support.

comScore provides metrics about the popularity of websites both to the public and to institutional clients, based on data it gathers from a variety of sources, including a panel of people who allow their web browsing to be monitored.

With accelerated mobile pages, it’s potentially harder for such popularity metrics to be created, since these pages might block the loading of tracking scripts and other methods used to measure usage.

That’s why comScore is now supporting the AMP Project. Gillian Heltai, vice president of marketing solutions at comScore, told Marketing Land, via email:

In a world where users now spend the majority of their digital time on mobile devices, we welcome initiatives such as the AMP Project that aim to improve the overall user experience on mobile.

As an independent media measurement and analytics company, we remain committed not only to helping publishers understand how their audiences consume content on mobile devices, but quantifying those audiences across all screens.

In short, comScore doesn’t know what exactly what it’s going to do to improve AMP page tracking yet. In fact, it might not have to make many changes at all. But it’s aware that AMP pages are likely to grow and wants to work more closely with Google and the AMP project to ensure that proper credit is happening.

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