Filed under: Data, Segmentation, Web Analytics | Tags: Comscore, Omniture, Panel Data
Omniture and Commscore have announced a strategic partner relationship to deliver a unified digital audience measurement system. Specifically designed to meet the unique demands of the digital advertising world, the offering will combine the power of Omniture’s Web analytics with comScore’s new Media Metrix 360 hybrid audience measurement to help provide publishers and advertisers with a unified and comprehensive view of online audiences.
Two of the keys to implementing a successful digital marketing initiative are the ability to measure and analyse online marketing performance and to capture accurate views of audience reach across multiple information sources.
To date, publishers and advertisers use two primary sources for measuring the impact of digital advertising – Web analytics and panel-based audience measurement.
Because the two measurement methodologies have disparate objectives and employ different data collection technologies, the resulting dissimilar metrics can cause confusion and uncertainty among publishers and advertisers.
This strategic partner relationship blends these two methodologies in a highly automated way to create a unified approach for audience measurement designed to enable publishers to represent themselves in a more comprehensive manner to advertisers, and for advertisers to better optimise their media planning with the benefit of more extensive media reach data.
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