Alejandro Fosk, Senior Vice President of ComScore for Latin America, says this type of report is “absolutely important” because it provides information on the capabilities of the different tools available and their methodologies. This information, he says, allows those in the industry to "be sure that we are comparing pears with pears and apples with apples."

You can read a full translation of the article here. To see the original, please visit the Valida website.

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