{"id":1425,"date":"2021-10-22T10:40:00","date_gmt":"2021-10-22T08:40:00","guid":{"rendered":"https:\/\/sensemakers.it\/?p=1425"},"modified":"2026-02-11T10:46:20","modified_gmt":"2026-02-11T09:46:20","slug":"comscore-lancia-in-italia-la-nuova-metodologia-di-misurazione-pxm","status":"publish","type":"post","link":"https:\/\/sensemakers.it\/news\/comscore-lancia-in-italia-la-nuova-metodologia-di-misurazione-pxm\/","title":{"rendered":"Comscore lancia in Italia la nuova metodologia di misurazione PXM"},"content":{"rendered":"\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"236\" src=\"https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/01\/Comscore_Logo_Color1-1024x236.png\" alt=\"\" class=\"wp-image-105\" style=\"width:400px\" srcset=\"https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/01\/Comscore_Logo_Color1-1024x236.png 1024w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/01\/Comscore_Logo_Color1-300x69.png 300w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/01\/Comscore_Logo_Color1-768x177.png 768w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/01\/Comscore_Logo_Color1-1536x354.png 1536w, https:\/\/sensemakers.it\/wp-content\/uploads\/2026\/01\/Comscore_Logo_Color1.png 1950w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u00a0<strong>Comscore aggiorna la metodologia di rilevazione dell\u2019audience in Italia aperta agli OTT<\/strong><\/h2>\n\n\n\n<p>La metodologia innovativa risponde ai cambiamenti dello scenario della privacy, in particolare al passaggio da identificativi di terza parte cross-dominio a identificativi di prima parte.&nbsp;<\/p>\n\n\n\n<p>\u201cTre tendenze principali stanno rimodellando la struttura della misurazione dei media a livello internazionale\u201d, spiega Fabrizio Angelini CEO Sensemakers e rappresentante esclusivo di Comscore in Italia, \u201cl\u2019aumento di protezione della privacy, l\u2019erogazione delle campagne adv a audience sempre pi\u00f9 profilate e la crescente domanda da parte degli inserzionisti di report completi e tempestivi per le loro campagne cross-media\u201d.&nbsp; L\u2019evoluzione della metodologia aiuter\u00e0 a guidare i clienti di Comscore nel futuro della pubblicit\u00e0 e consentir\u00e0 di sviluppare un <strong>set di dati digitali pronto per l\u2019integrazione in un servizio di misurazione cross-media<\/strong>.<\/p>\n\n\n\n<p>Il nuovo sistema di misurazione sar\u00e0 coerente con la metodologia WFA XMM, ma avr\u00e0 implementazioni aggiuntive che favoriranno un&#8217;adozione diffusa da parte di tutti i media player sul mercato.&nbsp;<\/p>\n\n\n\n<p>\u201cMettiamo a disposizione una <strong>piattaforma che rispetta in pieno la normativa sulla privacy e supera il problema dell\u2019imminente blocco dei cookie di terza parte<\/strong>, orientata alla massima rappresentativit\u00e0 del mercato\u201d, spiega Angelini. &#8220;La metodologia PXM prevede infatti diverse modalit\u00e0 per misurare tutti gli attori con la raccolta ed elaborazione dei dati via tag, server-to-server, o in-house facilitando da una parte il <strong>coinvolgimento nella misurazione anche di OTT e walled garden<\/strong> e dall\u2019altro garantendo coerenza e confrontabilit\u00e0 dei dati riportati.&#8221;<\/p>\n\n\n\n<p>La soluzione di misurazione di Comscore si presta inoltre a poter integrare altri mezzi come la televisione sfruttando anche la vasta esperienza accumulata con collaborazioni come quella attualmente in corso nel progetto pilota con ANA (l\u2019associazione degli investitori pubblicitari degli Stati Uniti).&nbsp;<\/p>\n\n\n\n<p>\u201cIl livello di granularit\u00e0 della nuova rilevazione sar\u00e0 elevatissimo e abiliter\u00e0 l\u2019integrazione con dati televisivi censuari\u201d, afferma Angelini.&nbsp;\u201cIn Italia beneficeremo della nostra collaborazione di lunga data con <strong>Auditel <\/strong>nella misurazione video, attenendoci agli indirizzi di <strong>AGCOM <\/strong>e alle linee guida di <strong>UPA <\/strong>nel fornire la nostra collaborare per la costruzione di una <strong>vera e piena misurazione cross-media<\/strong>\u201d.<\/p>\n\n\n\n<p>In sintesi, gli elementi differenzianti della nuova metodologia:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>metodologia privacy-preserving;<\/li>\n\n\n\n<li>approccio globale condiviso;<\/li>\n\n\n\n<li>reportistica giornaliera;<\/li>\n\n\n\n<li>supporto e coinvolgimento per tutti gli editori;<\/li>\n\n\n\n<li>espansione per misurazioni cross-media;<\/li>\n\n\n\n<li>misurazione di contenuti adv.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0Comscore aggiorna la metodologia di rilevazione dell\u2019audience in Italia aperta agli OTT La metodologia innovativa risponde ai cambiamenti dello scenario [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1426,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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