At the end of the day, the real problem with using ComScore #'s when developing a media plan is unlike with all other forms of mass media (TV/Radio/Print), in O

At the end of the day, the real problem with using ComScore #'s when developing a media plan is unlike with all other forms of mass media (TV/Radio/Print), in Online the advertiser has direct feedback from the audience of their advertisements - hence you don't really need to use a 3rd party measurement service to help you determine if your campaign was on target/"worked". A much better way to buy media online is sprinkle money around, see what performs best, allocate more money there, measure, test, repeat. ComScore was designed to meet the need of old world media buyers working in online - those who can't wrap their heads around allocating media $ based on actual placement performance, rather than a 3rd party measurement company's estimate of what the audience might look like. There are A LOT of these people out there - hence ComScore has done OK for themselves. Unfortunately I agree that over the long term, their importance in the world of media buying will dwindle, and they will become more of a competitive research tool used by middle management and tech bloggers to re-enforce their viewpoints.