why does Base Station Agent.app connect to b.scorecardresearch.com ?to

Little Snitch revealed today:

Connection report for process: AirPort Basstationsagent (/System/Library/CoreServices/AirPort Base Station Agent.app)

Total: 192 Bytes sent, 15.9kB received

b.scorecardresearch.com (213.155.158.64), Port 80 (http), Protocol 6 (TCP), 192 Bytes sent, 15.9kB received

First time I observe this. I have denied this connection in the future.

Googling reveals no help or explanation.