This excerpt is featured in an article originally published by Digiday.

“Where we are with cross-platform measurement is Comscore and Nielsen are sort of the only games in town from the traditional measurement side. They started from opposite directions, and cross-platform measurement is in the middle, and nobody’s made it into the middle yet,” said Jonathan Steuer, chief research officer at Omnicom Media Group.

Both companies racing to establish strengths in each other’s domain. Comscore is pressed to provide the in-depth person-based measurement that Nielsen’s panels provide, while Nielsen must aggregate more data to augment its panels and provide more minute measurement at the device level.

“Everything is queued up for something to happen,” said Steuer.