One of the problems with Web 2.0 technologies such as widgets and in-browser applications is that they are difficult to measure, much less monetize. That may change today as Comscore officially announces its Extended Web Reporting.
Being able to track distributed Web content will be valuable as once the size and composition of the channel can be measured, we're able to set an accurate price in order to profit from its presence.
comScore Extended Web Reporting will offer publishers the ability to report the actual delivery of ads on one’s site or within one’s network using Ad Packages. Instead of relying only on reach numbers that measure the full audience of the site or the sites in a network, advertisers will now be able to get an actual reach metric for the specific sections of a site that are included in targeted ad buys.
comScore is also adding a measure of GRPs to facilitate the comparison of online media with traditional media. GRP (short for Gross Rating Point) is the sum of ratings achieved by a specific media vehicle or schedule. It represents the percentage of the target audience reached by an advertisement. If the advertisement appears more than once, the GRP figure represents the sum of each individual GRP.