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ComScore Report Outlines Top 10 Challenges in Digital Media

16 Aug, 2017 By: Stephanie Prange

Research firm comScore has released a new report, the “Top 10 Burning Issues in Digital,” outlining challenges in digital media.

The report is designed “to provide comScore’s perspective on the most pressing issues, topics and trends driving debate in the digital media industry,” wrote Andrew Lipsman, SVP of marketing and insights for comScore.

The top 10 issues are:
1. Bridging the Divide Between TV and Digital
2. Advanced Audience Data
3. Monetizing Mobile
4. Measuring Unduplicated Reach
5. Cross-Device Marketing
6. Programmatic Pressure on CPMs
7. Moving Beyond Viewability
8. Filtering Big Botnets
9. The Value of Attention
10. Advertising Attribution

“One of the challenges in developing this year’s report was whittling the list down to 10, and this could easily be a list of 15 or 20 issues depending on where you sit in the digital media ecosystem,” Lipsman wrote. “Our goal was not to provide a laundry list of every issue out there, but to consolidate into a single document the most common issues we hear from clients and to discuss the opportunities presented through better measurement.”

Lipsman added that a “common thread” in the top 10 was “the power of digital data to drive quality.”

“The world today looks very different than even a few years ago because of the large datasets now underlying all of measurement,” he wrote. “In a fragmented digital media ecosystem, digital data is the resource that will advance our industry and is at the heart of these 10 burning issues.”


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