Omniture comScore Strategic Partnership

Omniture, Inc., a leading provider of online business optimisation software, and comScore, Inc., a leader in measuring the digital world, have announced a strategic partner relationship to deliver a unified digital audience measurement system.

In an announcement about the new partnership, the companies said that it was 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.

A press release says:

“Two of the keys to implementing a successful digital marketing initiative are the ability to measure and analyze 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 optimize their media planning with the benefit of more extensive media reach data.”

This relationship will enable organisations to unify their online and panel-based audience measurement information, providing more consistent and more comprehensive standard metrics, automating data integration and reconciliation and eliminating the need for publishers to implement time consuming multiple data collection methods.

Magid Abraham, comScore President & CEO, said:

“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. 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.”

Josh James, Omniture CEO and co-founder, said:

“Since the rise of digital advertising, advertisers and publishers alike have sought ways to reconcile their Web analytics and panel-based measurement data to establish a unified measure of online audiences. With this relationship, Omniture and comScore will enable publishers who have rich, highly targeted audience segments to reliably demonstrate their value to advertisers and also help advertisers find these attractive consumer segments. The combined offering will provide advertisers and publishers with a common currency to measure the value of online audiences across an ever-increasing number of digital channels.”

The strategic partner relationship is intended to allow joint Omniture and comScore customers to use Omniture tags to collect and share information with Media Metrix 360 using Omniture Genesis integration technology, quickly bypassing the normal implementation process for Media Metrix 360.

The relationship also opens up the possibility of joint product initiatives that will leverage the granularity of the Omniture site-specific data with the Web-wide view of Internet user behavior provided by comScore.

comScore and Omniture customers interested in the new service should contact their respective account managers.

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