ComScore To Google: Go Ahead, Make My Day in SCORGOOG
By Silicon el 26-Jun-2008
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Google's (GOOG) AdPlanner, introduced Tuesday, has been cast as a comScore (SCOR) killer. Why? Because it provides Web analytics and media buying tools to agencies for free, while comScore charges agencies hefty fees for its "Plan Metrix" service.
But in a conference call hosted by Jeffries & Co. today, ComScore CEO Magid Abraham talked down the threat and threw down a gauntlet. If he really did think Google was going to eat into his business, he said, he'd retaliate by giving away his data to ad agencies: "We will give the damn thing to agencies for free".
But, after looking at AdPlanner, Abraham says he won't have to, at least not yet. He drew an analogy to the Web analytics market, where the presence of another free Google service, Google Analytics, hasn't yet displaced a very expensive offering from Omniture.
Fees from ad agencies account for 10% of comScore's revenue, so Abraham could theoretically make good on his promise without permanently crippling his business. But he's betting on the fact that he won't have to, primarily because of agency inertia - once they've settled on a standard, they're loath to give it up (just ask TV and radio broadcasters about Nielsen and Arbitron, respectively). They are also leery about using an analytics product provided by a company they think is trying to run them out of business (and is also a customer/partner - hence "frenemy").
That said, agencies and other media companies do seem willing to integrate more sources of data, not less. So comScore may be forced to rethink its pricing structure at some point, regardless of what Google does. A number of agencies are testing another free free media planning-and-analytics tool from Quantcast, which is getting positive reviews in the agency world.
See Also: ComScore Hammered By Google Again - This Time By "AdPlanner" Google Moves in On comScore, Nielsen - Again ComScore Buys M:Metrics For $44.3 Million Cash, Plus Options
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By Silicon
Google's (GOOG) AdPlanner, introduced Tuesday, has been cast as a comScore (SCOR) killer. Why? Because it provides Web analytics and media buying tools to agencies for free, while comScore charges agencies hefty fees for its "Plan Metrix" service.
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Earlier this spring Web traffic counter comScore saw its stock tank after a back-and-forth with Google: comScore's reporting had indicated that Google U.S. paid-click growth had sl [..] 
Comscore (SCOR) has had it up to its eyeballs with being blamed for blowing Google's quarter (GOOG). A week after a company blog post failed to quiet screams that inaccurate Google click [..] 
A month ago, at the suggestion of a reader, we proposed a Google-earnings pair trade for people with balls: LONG Google, SHORT Comscore. This morning, traders who played that ticket are winning [..] 
When Google announced its free measurement tool AdPlanner last month, it was cast as a comScore killer. That's because it offers the tool for free to media agencies, while comScore charg [..] 
The first half of the monthly Comscore ritual is complete, and the results shouldn't trigger any alarms. This evening, Comscore released its April query share report. JP Morgan analyst Imran Khan reports that there were no major surprises:
Google gained share: 61.6% of US queries, up from 59.8% in March--the first time Google's US share has exceeded 60%. Google's q [..] 
Will the screaming never end? As we reported on Friday, investors who lost money shorting Google (GOOG) into Thursday's conference call wasted no more than a nanosecond in scapegoating Comscore (SCOR). [..] 
New comScore data for August, courtesy of Citi's Mark Mahaney: Google's share is up to 63%, Yahoo and Microsoft saw their share go down, the world is round, the sun still sets in the West, etc. Of note: If you strip out Microsoft's "Club Live [..] 
