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There was a lot of buzz in the tech world yesterday about comScore’s announcement of a widget tracking service called “Widget Metrix”. Basically, comScore is now able to tell advertisers and publishers how much distribution widgets are getting in terms of unique viewers.
This is valuable data. But basic widget analytics don’t offer adequate insight to understand what’s happening inside Facebook right now. Because it is such a new paradigm of application use, the Facebook Platform offers new challenges for measuring engagement for advertisers, publishers, and investors.