Bonum Certa Men Certa

Microsoft Pays comScore More Money, Gets Bogus Endorsements

Pie chart



Summary: Award and outcome -- new case study courtesy of Microsoft and comScore

Microsoft and comScore are getting all cuddly again. Two days ago we wrote about the “analyst tax”, which may have equivalents like the "survey tax" (or the "measure-things-that-make-me-look-better tax" [1, 2, 3, 4, 5, 6, 7]). This pair that we deal with today is not new to us; we wrote about it in:





Look, what do we have here? Well, several days ago we found a lot of news from comScore and Microsoft (yes, again). For instance:

Massive and comScore Announce Breakthrough In-Game Advertising Research Methodology

For the first time ever, advertisers will now be able to see the direct impact that in-game advertisements have on consumer online behavior, thanks to a new research collaboration between Massive Inc., a wholly owned subsidiary of Microsoft Corp., and comScore Inc.


Microsoft’s Massive Partners With comScore To Prove In-Game Ads Work

The unit was disproportionately hard-hit in Microsoft’s recent layoffs (28 percent of Massive’s staff was let go)—and we had heard that Microsoft was shopping Massive and was willing to sell it for just a fraction of the $200 to $400 million that it had paid for it three years ago. As for the in-game ad business overall, it has not met heady projections for its growth.


Massive teams with comScore to verify how well in-game ads work

Hoping to win over advertisers, Microsoft’s Massive division and market researcher comScore have teamed up to statistically show how effective in-game advertisements are.


They are sharing data now. That's one company that claims to be delivering "independent" data on usage.

Within the new methodology, comScore utilizes Massive's relationship with Microsoft by pulling anonymous data from services including Microsoft's Xbox Live and Windows Live ID. comScore then combines that data with input from its large panel to determine if ad viewers visited the product's website, searched for the brand online, or other relevant activities.


Should this be making any output from comScore regarding Microsoft highly suspect? This is not their first time hooking up and working together.

More news items, for future reference:

Microsoft, ComScore Pair For Gaming Measure

comScore, Massive partner for gaming insight

comScore helps Microsoft measure in-game ads

ComScore makes Massive breakthrough with in-game ads

And look what we found in the news just days ago:

Microsoft websites prove popular with users



Industry tracker conScore released a study which found that 1.2 billion internet users aged 15 older spent a total of nearly 27 billion hours online in September, and Microsoft websites accounted for 14.5 percent of the minutes spent online worldwide in September.

ComScore reported that the results reveal Microsoft is “the most enegaging global property.”


Yes, comScore is advertising Microsoft again. Maybe what's "engaging" is something like Windows Update and security advisories. The data and methods are all proprietary, so comScore need only deliver sound bites that glamourise Microsoft and both parties are happy with their business relationships; the public? Not as much. It is being deceived, but most people do not know about it. Microsoft applies the same tactics to lie about GNU/Linux and Free software, so this is relevant to everyone.

"Distrust everyone in whom the impulse to punish is powerful!"

--Friedrich Nietzsche

Recent Techrights' Posts

Links 01/03/2024: Navalny Funeral and Media Under Attack
Links for the day
Gemini Links 01/03/2024: Making Art and the Concept of Work Management
Links for the day
Schriftleitergesetz: Hiding the Holocaust with censorship
Reprinted with permission from Daniel Pocock
[Meme] His Lips Moved
Here is your national "news" for today
statCounter: GNU/Linux Exceeded 6% in Asia Last Month (Compared to 4% Just 12 Months Earlier)
numbers may be biased
What the End of Journalism Looks Like
All on the same day
Links 01/03/2024: Microsoft 'Retiring' More Services and Raspberry Pi Celebrates 3rd Birthday (Launched on February 29th, 2012)
Links for the day
Women's Empowerment
Sponsored by Bill Gates
Gemini Links 01/03/2024: Speed Bumps and Analog Stuff
Links for the day
[Meme] Those Greedy EPO Examiners
Says the litigation industry, charging 300 euros an hour per attorney
EPO Discriminates Against Families of Its Own Workers, the Union Explains Legal Basis Upon Which It's Likely Illegal and Must be Challenged
To the Council, the EPO boasts about its wealth (seeking to impress by how much breaking the law "pays off")
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Thursday, February 29, 2024
IRC logs for Thursday, February 29, 2024
Links 01/03/2024: Misuse of Surveillance Against UK-Based Journalism, EPO Conflict Now in the Media
Links for the day
Taking a Break From Paid Promotion of the Illegal, Unconstitutional Kangaroo Court for Patents (UPC)
JUVE returns to its 'roots'?
FSFE admits losing funds from bequest by insulting and ignoring Fellowship representative
Reprinted with permission from Daniel Pocock
Gemini Links 29/02/2024: Raspberry Pi Incus Cluster and Aya 0.5.0 Coming Soon
Links for the day
Links 29/02/2024: Layoffs at Apple, Expedia, and Electronic Arts
Links for the day
Gemini Links 29/02/2024: Web Enshittification and Firefox user-agents
Links for the day
Spiked Piece/Censoreed Piece: 'Microsoft Copilot is a gimmick', says top CIO
Issues relate to connectivity and cost
Enrico Zini, Mattia Rizzolo, Plagiarism & Debian
Reprinted with permission from Daniel Pocock
[Meme] Clergy of GNU/Linux (Corporations Like IBM)
Volunteers as powerless "followers" of companies that "harvest" their labour
There Will Be Lots More Apple Layoffs (Already Years in the Making)
The corporate media still tries to shape the narrative to prevent panic or delay market hysteria
Latest SUEPO (Staff Union of EPO) Report For The Hague Reveals EPO Does Not Obey Court Orders, Refuses to Allow Workers to Freely Talk to One Another
working in a place where communication itself is restricted
[Meme] The Oppression Will Continue Until EPO 'Quality' Improves
wonder why EPO morale is so low?
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Wednesday, February 28, 2024
IRC logs for Wednesday, February 28, 2024
Outreachy, GSoC-mentors & Debian-Private may soon become public records in federal court
Reprinted with permission from Daniel Pocock
Links 28/02/2024: Many War Updates and Censorship
Links for the day
Gemini Links 28/02/2024: Social Control Media Notifications and Gemini Protocol Extended
Links for the day
Links 28/02/2024: Microsoft the Plagiarist is Projecting, Food Sector Adopts Surge Pricing
Links for the day
Helping Microsoft 'Hijack' Developers (to Make Them Work for Microsoft, Not the Competition)
VS Code is proprietary spyware of Microsoft. Jack Wallen keeps promoting its use.
Gemini Links 28/02/2024: Groupthink and the 'Problem' With Linux
Links for the day
Android Rising (Windows Down to All-Time Lows, Internationally)
This month was a bloodbath for Microsoft
HexChat Looks for Successors to Keep IRC Growing
IRC is far from dead
[Meme] Just Make Him Happy
Y U no produce more monopolies?
End of a Long February
top 10 posts
[Meme] The EPO's Relationship With Patent Examiners
Nobody is "safe"
New Pension Scheme (NPS) at the European Patent Office Explained at the General Assembly
Investing in the future, or...
Donald Trump & FSFE Matthias Kirschner election denial
Reprinted with permission from Daniel Pocock
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Tuesday, February 27, 2024
IRC logs for Tuesday, February 27, 2024