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ComScore, Omniture Roll Out Hybrid Tracking Tool, Challenge Nielsen

ComScore and Omniture are partnering to offer a new service that combines panel- and traffic-based data to give publishers and advertisers a better read on how their campaigns are performing.

The deal is seen as a boon for comScore because it represents a low-cost way for the company to grow the customer base for its relatively new MediaMetrix 360 service, which tracks data from websites and from ads themselves.

This move presents a new challenge for industry leader Nielsen, as the options for advertisers and publishers that want to track, quantify, and ultimately monetize their audiences continue to expand.

Read the whole story at PaidContent.org »

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