Omniture and comScore to Offer Unified Measurement

US web analytics firm Omniture and online measurement specialist comScore have partnered to deliver what they describe as a 'unified digital audience measurement system'.

The joint offering will combine Omniture's web analytics with comScore's recently launched Media Metrix 360 hybrid audience measurement solution, to provide publishers and advertisers with a 'comprehensive view' of online audiences.

The partners say the offering will enable organizations to merge their online and panel-based audience measurement, in order to provide more consistent and comprehensive standard metrics.

'comScore and Omniture are working to provide the marketplace a much-needed solution for consistent web-wide measurement,' stated comScore President & CEO, Dr Magid Abraham. 'We believe it will also help the industry overcome concerns of inconsistent measurement of digital audiences and promote further adoption of digital media advertising.'

Omniture CEO and co-founder Josh James added that the combined offering will provide advertisers and publishers with a common currency to measure the value of online audiences across all digital channels.

News of the partnership has broken less than a week after graphic design software giant Adobe Systems announced it is to acquire Omniture for around $1.8bn.

Web sites: www.omniture.com and www.comscore.com .