---
id: "entity-comscore"
type: "entity"
entityType: "organization"
canonicalName: "Comscore"
aliases: ["ComScore"]
source_timestamps: ["§ The First Revolution: Learning Without Websites"]
tags: ["data-provider", "analytics"]
related: ["claim-traffic-drop"]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-ext-13-ai-upending-marketing"
sourceUrl: "https://hbr.org/2026/02/ai-is-upending-marketing-on-two-fronts"
sourceTitle: "AI Is Upending Marketing on Two Fronts"
---
# Comscore

**Profile.** Comscore is a data analytics and measurement company that provides panel-based and census-level web measurement.

**Role in the source.** Its **Web Behavior Panel** — containing over a million users with URL-level browsing data — was used by researchers at **London Business School and UCLA** to estimate a **~20% drop in online searches** following ChatGPT adoption. See [[claim-traffic-drop]]. Panel-based, URL-level designs like this are common in digital-economics research, lending methodological credibility even though the underlying paper is not yet independently visible.