Comscore , a trusted partner for planning, transacting and evaluating media, announced an agreement to provide TheWrap, the leading digital-first news organization covering the business of entertainment and media via digital, print and live events, with Comscore’s industry-leading digital audience measurement. The agreement includes access to Comscore’s Media Metrix® Multi-Platform, which combines consumers’ desktop and mobile behavior with advanced audience information to drive relevant advertising opportunities.

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With the mantra “We’re not in the business. We cover the business.” TheWrap is one of the premier news entities offering behind-the-scenes access to everything that’s happening in Hollywood.

“We are excited to begin working with TheWrap team and help them with advanced insights that can optimize audience engagement and maximize their revenue opportunities,” said Carol Hinnant, Chief Revenue Officer, Comscore.

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Comscore Media Metrix® Multi-Platform provides an unduplicated view of total audience behavior across desktops, smartphones and tablets. Users are able to measure the consumption habits of their digital audience and competitive set by gaining insights into audience size, demographic composition, engagement, and behavioral trends. Media Metrix Multi-Platform offers comprehensive, person-level reporting across all devices and screens on all forms of digital content, providing metrics such as unique visitors, reach, and time spent.