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2018 Vault Rankings

At a Glance

Uppers

Highly-reputable in the technical and market research industries

Working at comScore is a good addition to the resume of job hunters

Continued expansion means plenty of employment opportunities

Downers

Some managers do not communicate as well with employees as do others

Because comScore is a large company, it can be difficult for employees to get noticed by management.

The Bottom Line

comScore tracks more than 3 million websites each day to analyze the buying and browsing habits of consumers across the globe. In fact, the company tracks the online trends of consumers located in more than 170 countries.

Companies that want to know not only how many potential customers have visited their websites each month but what they did while on them turn to

comScore

.

Based in Reston, Va., comScore has been helping companies craft their e-commerce, digital marketing and online strategies since the summer of 1999, when market research professionals Dr. Magid Abraham and Gian Fulgoni founded the company.

Both Abraham and Fulgoni came to comScore with extensive experience in the market research arena. The two men both previously worked at Information Resources, Inc., another well-known market research company. comScore has since become known as the first company to measure not just online browsing behavior but online buying behavior, too.

Today, comScore relies on more than 2 million consumers who allow the company to monitor their online browsing and transaction behaviors. By analyzing these consumers' Internet activities, comScore can advise its business clients on exactly what customers want from their online experiences and, just as importantly, what these consumers are buying once they do click on a commercial website. To provide this service, the company hires analysts, human-resources professionals, engineers and consultants.?

About Comscore, Inc.

comScore knows the score when it comes to measuring advertisement, content, and consumer audiences of each across media platforms. The company creates its products using a global data platform that combines information on digital platforms (smartphones, tablets, and computers), television ("TV"), and movie screens with demographics and other descriptive information. Branded products include the Media Metrix and Mobile Metrix online advertising network measurement tools, as well as comScore's Marketing Solutions products, which provide custom research and analysis that integrate online visitation and advertising data, TV viewing, purchase transactions, attitudinal research, and other comScore information assets. Its Hollywood software provides movie theater distributors and exhibitors with software and infrastructure to manage and control end-to-end processes. The company was established in 1999. The US accounts for some 85% of total sales.

Operations

comScore's products and services are grouped into three categories: Ratings and Planning, Analytics and Optimization, and Movies Reporting and Analytics.

Ratings and Planning products and services are designed to help customers find the most relevant viewing audience, whether that viewing is linear, non-linear, online or on-demand. Its products and services include Media and Mobile Metrix, Video Metrix, and Plan Metrix, among others. It accounts some 70% of sales.

Analytics and Optimization products and services (around 20% of sales) provide end-to-end solutions for planning, optimization and evaluation of advertising campaigns and brand protection. Its products are primarily a part of customized data services. Its products and services include Comscore Marketing Solutions, Lift Models, Survey Analytics, Activation Solutions, and Branded Content Analytics.

Movies Reporting and Analytics products and services (around 10% of sales) measure movie viewership and box office results by capturing movie ticket sales in real time or near real time and include box office analytics, trend analysis and insights for movie studios and movie theater operators worldwide. Its products and services include Box Office Essentials, Box Office Analytics, Swift, and Hollywood Software.

Geographic Reach

Virginia-based comScore operates primarily in the North and South America, Europe, and the Asia/Pacific region. The US accounts for around 85% of total revenue, followed by Europe at nearly 10%; Latin America and Canada account for the remainder.

Sales and Marketing

comScore delivers its products and services through diverse methods to meet the needs of its customers. It include Software-as-a-Service delivery platforms, application programming interface and other data feeds that integrate directly with customer systems, and integrations with advertising technology providers such as data management platforms and demand-side platforms that enable data management, ad management and programmatic ad trading. comScore's customers include buyers and sellers of advertising including digital publishing, television networks, movie studios, content owners, advertisers, agencies, and technology providers. Its top 10 customers account for more than 25% of total sales.

Financial Performance

comScore's revenue has been tracking upwards as a paradigm shift towards internet-delivered content plays into the company's hands. However, comScore's recent history can be best described as chaotic: It became embroiled in an accountancy scandal that triggered board-level turnover, and a lengthy internal investigation that eroded trust with customers and hindered progress; the company has racked up annual loss after annual loss. 

In fiscal 2019 comScore's revenue fell 7% to $388.6 million, driven by the Ratings and Planning and Analytics and Optimization solution groups. The decreases was primarily due to syndicated digital products, lower sales and deliveries of digital custom solutions, survey, and lift products in 2019. 

comScore's $339 million loss in 2019 was its worst-ever performance. Total operating expenses increased to $699.1 million and the company recognized a $224.3 million impairment charge as a result of a sustained decline in its stock price and market capitalization, changes in management, and lower revenue.

Despite its poor performance for the year, it ended 2019 $16.6 million more in cash and equivalents with $66.7 million. However, cash outflow from operations was $4.6 million, and investing activities used another $10.5 million for capitalized internal-use software costs. comScore's financing activities provided $32 million from note proceeds, private placement proceeds, and sale-leaseback proceeds. 

Strategy

comScore's belief that digital technology would transform the interactions between people, media, and brands drives the company. The growing adoption of digital technologies also allowed measurement of the behavior of consumers' online activities. Based on this vision, comScore built a global opt-in panel for over two million individuals that provided insight into online activities. 

It also looks to partnerships to further its digital technologies. In April 2020, comScore and JW Player, the world's largest independent video platform, entered into a partnership that enables advertisers and publishers to put in place Coronavirus brand suitability protections for video content. This partnership builds on JW Player's superior ad targeting capabilities, and comScore's suitability segments avoid a binary approach, allowing advertisers to still run alongside topics such as educational content or content geared towards new norms like 'working from home' that may be relevant for their brand. 

Comscore, Inc.

11950 Democracy Dr STE 600
Reston, VA 20190-5653
Phone: 1 (703) 438-2000

Firm Stats

Employer Type: Publicly Owned
Stock Symbol: SCOR
Stock Exchange: , NASDAQ
Chairman: William J. Henderson
Vice Chairman and President: William P. Livek
Vice President Compliance: Ray Williams
Employees (This Location): 170
Employees (All Locations): 1,300

Major Office Locations

Reston, VA

Other Locations

San Francisco, CA
Sherman Oaks, CA
Greenwood Village, CO
Chicago, IL
New York, NY
Portland, OR
Seattle, WA
Mississauga, Canada