Common use of DATA COLLECTION TECHNOLOGY Clause in Contracts

DATA COLLECTION TECHNOLOGY. Media Metrix 2.0 features comScore’s proprietary, patent-pending proxy measurement platform. This advanced monitoring technology operates on a high-performance server network that captures usage data as it flows between each panelist’s PC and the Internet. This represents a major improvement from the older approach of collecting data through a software “meter” installed on each user’s PC. The comScore measurement platform provides uninterrupted reporting of all previously measured Internet behavior including expanded coverage of AOL and other proprietary networks. This platform also captures the details of crucial activities such as online buying, subscriptions, search engine queries, etc. Upon agreement to join the comScore panel, members’ browsers are configured to unobtrusively route their Internet activity through comScore’s network of dedicated servers. At the start of Internet activity, panelists identify themselves from a list on the User Identification Screen (allowing for measurement of user age, gender, education and other demographics). The identification screen disappears and computer usage continues as normal. If the computer is inactive for more than 30 minutes during an online session, the user is again prompted for identification, to ensure that any change in user is properly reflected. The panelist’s Internet activity is captured regardless of type of browser used. This is important since many users use multiple browser brands and versions – sometimes simultaneously – when surfing the Web. Activity is captured regardless of whether an Internet connection is established via a commercial Internet Service Provider (ISP) or an office-hosted LAN. Information that can potentially be captured on an individual member basis includes site visited, page viewed, ad seen, promotion viewed, product or service bought, price paid, and more. This contrasts to the data collection system employed prior to Media Metrix 2.0, which was limited to capturing activity via the URL window in a panelist’s browser. Data capture and reporting are conducted in adherence to strict, industry-leading privacy protection policies. Data provided by participating panel households about each Internet user’s identity are stored in an encrypted, access-controlled database. Data is reported only in aggregate form.