Omniture and comScore Join Forces For Online Metrics

It seems that getting Omniture busy. It has announced today that it will partner with the Boy That Cried Wolf comScore to unify online audience metrics.

So what does this mean for publishers and advertisers? I like how Scott McDonald, SVP Research, Conde Nast Publications explains how it will help (in theory):

"For more than a decade, we have fretted about – and sometimes quarreled about — the discrepancies between the audience estimates derived from third-party panels like comScore’s and those derived from web site analytics systems like Omniture’s. This collaboration represents the most significant effort to date to harmonize the two approaches and give the industry, at last, a common and convergent set of numbers."

It’s a real kumbaya moment for the measurement world. Now we just need to see if the two ingredients can combine to make something as tasty as a Reese’s cup!

What do you think of this partnership?

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