Web number cruncher comScore on Tuesday said it will provide enhanced measurement of the audiences for online ad networks, starting with August data. The new reporting structure will provide two sets of measures — the “potential reach” for each network and an “actual reach” reading. The “potential reach” measure will calculate the unduplicated visitors to all sites with which each had network has contracted to deliver advertising. The “actual reach” measure will represent the reach of the ads that are actually served by the network during a given reporting period.
