Unifying the measurement
Methodology meld. Omniture is partnering with comScore to offer a unified digital audience measurement service. The two partners plan to blend their Web analytics and panel-based methodologies in a highly automated way to enable publishers to represent themselves in a more comprehensive manner, and for advertisers to optimize their media planning.
“Publishers have always relied on both site analytics and audience measurement data for understanding the performance of our web properties,” says Tomer Strolight, president of Torstar Digital. “Even though the two measurement platforms are used for different purposes, the disparities between the two have been somewhat disconcerting.”
