ComScore's Golden Measure

As online publishers face a daunting new year, a report sets out to prove that Internet display ads work.

Forbes, November 18, 2008 — Ever click on an Internet banner ad? No? You're not alone--and that's a problem.

Publishers have "got to come up with evidence or proof for the advertisers or the agencies that this stuff works in some way," says Gian Fulgoni, chairman of comScore (nasdaq: SCOR - news - people ), which tracks the size and demographic makeup of Internet audiences, and sells that data. Now, he says, his company has done just that.

Everyone hates ComScore

As the de facto measuring authority of online audiences, tiny ComScore punches above its weight - and earns some serious coin

FORTUNE, September 26, 2008 — Last winter, when Google lost a third of its market value, analysts blamed a small web-research company based in Reston, Va., called ComScore. The firm had issued a report that said Google's domestic paid clicks - the number of times people click on an ad - had flattened. Analysts initially went berserk. Oh, my God! they gasped (we're paraphrasing here). Google's ad business is tanking!