IAR: ComScore Media Metrix Debuts Reach/Frequency Tool

comScore Media Metrix today re-introduced a reach and frequency tool that is capable of telling how many people saw a particular online campaign and, on average, how many times they saw it. Rather than tracking each impression, the product uses the company's panel data to predict what overlap is likely to occur. A similar tool had been launched before comScore acquired Media Metrix, but was then pulled from the market.