comScore, Omniture join hands to launch digital audience measurement service

Omniture and comScore have joined hands to launch a unified digital audience measurement service that will combine the power of Omniture's web analytics with comScore's new Media Metrix 360 hybrid audience measurement system. According to the companies, the offering will help provide online publishers and advertisers a comprehensive view of online audiences.

Currently, online publishers and advertisers use two primary sources for measuring the impact of digital advertising -- web analytics and panel-based audience measurement.

Because the two measurement methodologies employ different data collection technologies, the resulting dissimilar metrics often cause confusion and uncertainty among publishers and advertisers. The partnership between Omniture and comScore is expected to address this possible confusion and uncertainty among publishers and advertisers.

''As leading providers of internet audience measurement and web analytics, comScore and Omniture are working to provide the marketplace a much-needed solution for consistent web-wide measurement,'' Magid Abraham, president and CEO, comScore, has said. ''We believe it will also help the industry overcome concerns of inconsistent measurement of digital audiences and promote further adoption of digital media advertising.''

''Since the rise of digital advertising, advertisers and publishers alike have sought ways to reconcile their web analytics and panel-based measurement data to establish a unified measure of online audiences,'' Josh James, co-founder and CEO, Omniture, has said. ''With this relationship, Omniture and comScore will enable publishers who have rich, highly targeted audience segments to reliably demonstrate their value to advertisers and also help advertisers find these attractive consumer segments.''