The leader in measuring the digital world - comScore, Inc. has announced the U. K. launch of comScore Ad Metrix, a breakthrough service in digital media campaign planning and buying that provides comprehensive insight into where display ads are viewed online and the demographic composition of the audiences reached. The service captures multiple varieties of display advertising, including static banners, rich media and video ads.

Mike Read, SVP and managing director, comScore Europe, said, "comScore Ad Metrix is the first online advertising measurement service in the U. K. to accurately account for the total number of display ads viewed online and attribute those views to the specific users exposed, as well as to the publishers displaying the ads and the advertisers responsible for their content. Never before have the tools associated with traditional media measurement been so closely aligned with online accountability metrics, and we are delighted to be able to offer a range of capabilities through this service including share of voice, ad clutter, ad exposed unique visitors, frequency and reach of ads, GRPs and publisher-level demographics."

ComScore has also released its ranking of "Top 10 Online Display Ad Publishers" in April. According to ComScore ranking, Facebook. com ranked as the top U. K. display ad publisher in April with 12.5 billion ad views (21.6 percent market share) reaching 22 million people online. Microsoft Sites ranked second with 3.8 billion ad views (6.5 percent), while eBay ranked third with 2.9 billion ad views (4.9 percent).

The ranking of the top 10 display advertisers was led by telecom companies. With a significant digital advertising campaign promoting the availability of the iPhone 3G on contract, Telefonica O2 ranked as the top display advertiser in April 2009 with 1.1 billion ad views (1.9 percent market share) reaching 29.2 million people. Other top display advertisers included T-Mobile with 750 billion ad views (1.3 percent share), dieting service Oneweek. co. uk with 610 billion ad views (1.1 percent share) and Royal Mail Group.