Briefs

CNET, by Lance Whitney

Omniture and ComScore, two Web-tracking powerhouses, are combining forces to launch a new system for measuring online audiences, the companies said Monday.

Teasing out online traffic figures has been a constant challenge for both advertisers and publishers. The two companies' goal is better analyze online audiences by teaming Omniture's reliance on Web site analytics with ComScore's approach of following patterns of Internet users.

Web sites tend to rely on either analytics or audience measurement to determine traffic patterns, which can often lead to conflicting results. By merging the two methods, Omniture and ComScore hope to give customers a more unified and more accurate view.

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