ComScore said today that its media measurement system, Media Metrix 360, is now producing data for the UK market as well as the US and is due in France Germany and Spain by the end of this year. Mobile data is due to be launched early next year.
This puts it ahead of the official IAB-sanctioned planning currency UKOM, which is due to launch at the beginning of 2010.
Ironicially it is at the IAB's Engage conference on 11 November that Media Metrix 360 will become available for media owners and marketers to have a closer look at.
ComScore's planning system combines panel data and census data using a two million-strong global audience panel, including 66,000 in the UK, along with data provided by major UK mobile networks.
The company is planning to use business networking site LinkedIn to host a debate about planning currencies, and is inviting participants to contribute.
Coming up with a digital planning currency has been challenging the industry for several years but the IAB's deal with the Nielsen Company to devise a system looks set to become the standard currency across the industry.
But comScore, which is relied on by many in the industry, has other plans.
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