Online research company comScore has partnered with web analytics firm Omniture, to measure online traffic for advertisers and publishers. The deal will see comScore integrate Omniture’s system of using cookies to track unique visitors with its own panel-based audience measurement tools. The goal of this synergistic union is to create more accurate Web data for [...]

Online research company comScore has partnered with web analytics firm Omniture, to measure online traffic for advertisers and publishers. The deal will see comScore integrate Omniture’s system of using cookies to track unique visitors with its own panel-based audience measurement tools. The goal of this synergistic union is to create more accurate Web data for media and marketers.
Online media outlets and ad buyers often receive conflicting information about how many people are visiting certain sites from industry suppliers. Combing the data they supply may provide a more accurate and comprehensive analysis of Web site traffic. The collaboration follows the purchase of Omniture by software company Adobe for $1.8bn.
www.comscore.com