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Omniture and comScore to Offer Unified Measurement

September 21 2009

US web analytics firm Omniture and online measurement specialist comScore have partnered to deliver what they describe as a 'unified digital audience measurement system'.

Magid Abraham and Josh JamesThe joint offering will combine Omniture's web analytics with comScore's recently launched Media Metrix 360 hybrid audience measurement solution, to provide publishers and advertisers with a 'comprehensive view' of online audiences.

The partners say the offering will enable organizations to merge their online and panel-based audience measurement, in order to provide more consistent and comprehensive standard metrics.

'comScore and Omniture are working to provide the marketplace a much-needed solution for consistent web-wide measurement,' stated comScore President & CEO, Dr Magid Abraham. 'We believe it will also help the industry overcome concerns of inconsistent measurement of digital audiences and promote further adoption of digital media advertising.'

Omniture CEO and co-founder Josh James added that the combined offering will provide advertisers and publishers with a common currency to measure the value of online audiences across all digital channels.

News of the partnership has broken less than a week after graphic design software giant Adobe Systems announced it is to acquire Omniture for around $1.8bn.

Web sites: www.omniture.com and www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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