• Mediaweek, Friday, October 31, 2008 11 AM

Measuring firm comScore wants to make it easier for publishers to track content across multiple third party sites -- videos, social media applications, widgets and photos -- with a new service called comScore Extended Web.

The firm's Media Metrix service will also begin offering gross rating point data for online ads, an online counterpart to the standard GRP metric in the traditional ad world, which will also help advertisers better evaluate cross-media campaigns. Together, both efforts represent an ambitious step in solving one of the greatest challenges of the digital media era: measuring audiences for efforts that span the Web.

They also represent a big step for comScore in its fight against Nielsen Online and other measurement firms to own the online measurement space. In the past few years, most major media companies have embraced syndication strategies on the Web -- preaching the mantra of "going where the users are."

Read the whole story at Mediaweek »