Comscore has strengthened its MMX Multi-Platform Canada with the integration of Social Incremental Audiences into today’s release of its February 2024 MMX Multi-Platform data. Publishers subscribing to Social Incremental will find that Total Digital Population unique visitors now includes the incremental traffic from publisher’s authenticated social handles across Facebook, Instagram, and X (formerly Twitter).

This innovation measures incremental traffic across social platforms as well as deduplicated, person-level reach across desktop, mobile and social to provide a unified view of these cross-platform audiences. A new set of metrics that can be accessed include Social-Only UVs (unique visitors) as well as metrics that include Social such as Total Digital Population UVs, Mean Age, Median Age and Demographic Reporting by Age and Gender in Total Digital Population.

Other changes included with the release of the new Total Digital Population UVs, the Digital Media Rankings now report on traffic, inclusive of Social, for entities that have subscribed and been authenticated. Also accessible are Digital-Only (Desktop and Mobile) ranking reports in MMX Multi-Platform. In addition, Comscore published rankers will report on the combined Digital and Social traffic.