Comscore is introducing a new product that showcases the total impact of content across platforms, without duplication.

Social Incremental Reach analyzes de-duplicated audience reach and brings together social and digital audiences in a single number that measures a brand’s performance across all digital touchpoints. Machine learning and statistical techniques, combined with Comscore’s digital measurement and social data, are used to come up with the number.

With consumer attention spread across multiple screens and applications, the same individual could be watching a show on a streaming service, browsing social media  and shopping on a website all at the same time. Social Incremental Reach aims to capture all of this cross-platform digital activity, without double-counting.

Bryan Segal, Comscore’s SVP of commercial, says the new product’s big draw is its ability to accurately attribute investment and resources to publishers and advertisers.

“This is a missing piece many of our customers have been asking for,” he says. “As well, it could help drive branded content education and monetization in Canada.”

Social Incremental Reach is currently in beta test and is set for a wide launch in Canada in the second half of this year. It will be integrated into Comscore’s Media Metrix Multi-Platform measurement.