Recent Adobe acquisition and online business optimization software provider Omniture and digital measurement provider comScore announced a partnership to deliver a "unified digital audience measurement system" - sounds fancy.
The offering will combine Omniture's Web analytics with comScore's new Media Metrix 360 hybrid audience measurement to provide publishers and advertisers a more comprehensive view of online audiences.
To measure digital marketing effectively and efficiently, it is necessary to capture accurate views of audience reach across multiple information sources. As it stands today, publishers and advertisers are limited to to Web analytics and panel-based audience measurement (which consequently have different objectives and employ disparate data collection technologies. This results in dissimilar metrics which often causes confusion. The
Omniture/comScore partnership enables publishers to represent themselves in a more comprehensive manner to advertisers, and for advertisers to better optimize their media planning by leveraging more extensive media reach data.
“We are excited to join forces with Omniture, a leader in quality and innovation in the Web analytics industry, to bring this solution to the marketplace,” said Dr. Magid Abraham, comScore President & CEO. “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. This relationship will deliver to our customers the solution that they have been seeking, thus helping to promote and accelerate the usage of digital marketing intelligence for delivering actionable business results and competitive advantage. We believe it will also help the industry overcome concerns of inconsistent measurement of digital audiences and promote further adoption of digital media advertising.”
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