The Canada Media Fund (CMF) has selected digital analytics firm comScore as the provider of a tool to measure the performance of the digital media projects supported through the fund’s Convergent and Experimental streams.

The CMF said Wednesday the partnership is anchored to comScore’s Digital Analytix product. Digital Analytix is a tool employed by many major media organizations around the world and is easy to use, adaptable and compiles web and multi-platform data, the CMF said.

“ComScore’s extensive experience in digital analytics deployment and tools is a first step towards the automated collection of data for CMF-funded digital media projects,” said Julie Look, the CMF’s director of research, in a statement.

The partnering with comScore stems from the CMF’s Digital Media Performance Measurement Framework launched in May. The CMF said in that framework that one of the top industry needs was for a baseline of common metrics and key performance indicators that are fair and transparent.

Bryan Segal, comScore’s VP of sales, added: “The CMF’s emphasis on innovation and client focus is a strong match for our flexible and enhanced platform. We anticipate significant data-driven benefits for all parties as a result of this partnership.”

The CMF said producers of projects released before April 1, 2012, will continue to use a self-reporting online tool to meet the CMF’s performance-reporting requirements. Producers of projects with beta versions scheduled after the start of last April will use Digital Analytix. They will receive tagging specification guides as well as implementation support from both the CMF and comScore.