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comScore and Omniture to measure web traffic
By siliconindia
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Tuesday, 22 September 2009, 15:33 IST |
7 Comments
Bangalore: The two largest companies involved in tracking and analyzing web traffic, comScore and Omniture are joining forces to measure digital audiences more comprehensively, reports the Hindustan Times.
The partnership also announced that it agreed to a $1.8 billion takeover by Adobe Systems. comScore will combine Omniture's method of analyzing web traffic by looking at data collected by web servers with its estimates of what is happening across the web using panels of internet users recruited for the task.
According to the companies, this will give websites and advertisers a single source for measuring how many visitors they attract, how often and who those visitors are. The two companies often came up with different sets of numbers because they had different goals and used different ways of collecting data.
"Web site operators sometimes would read a report on their traffic going down, even as their own server data showed an increase," said Josh James, Co-Founder and CEO, Omniture. The two companies hope to address this by giving web content creators and advertisers a consistent set of numbers.
With teaming up, Omniture and comScore could also provide new insights into digital audiences. "For example, comScore's panel may not fully represent the proportion of Macintosh users out there, and those users tend to visit video websites at a higher frequency than their PC counterparts," said Magid Abraham, CEO, comScore.