The analysis of web traffic has always been a matter of Grey area. Despite Availability of so many Web analytics it is tough to find demographics and other accurate info regarding the Visitors. Omniture and Comscore thus are coming together to launch a unified digital audience measurement system.
The solution would be derived by Combining the strengths of both the Web analytic giants. The new measurement system will utilize Omniture server data and would be melded with Comscore’s estimates for the web traffic.
The company thus wants to provide publishers and advertisers a single platform to accurately measure traffic and demographic profile of visitors. For example, ComScore does not accurately measures the visit numbers owing to visits from different platforms. Omniture at the same time lack demographic data, thus both the companies would leverage their strengths to measure correct analysis of web traffic.
Omniture was recently bought by Adobe for $1.8 billion. The web analytic market has also seen a lot of new startups providing different ways to measure and record the traffic. The Giants like Comscore, Alexa even have subscription model for advertisers to know detail info regarding certain portals.
The accurate visitor info helps the Online advertising eco-system as Advertisers feel more comfortable in their medimix and allocation budgets for Online Campaigns. Just recently Facebook tied up with Nielsen to unveil a new product targeted at analyzing audience response to the advertisers. For Indian market Komli backed Vizisense has been innovating with its mediamix, media planning tool.
Major Limitations in Measuring & Profiling Accurate Web Traffic:
Closed Door policy:
Majority of publishers adopt a closed door policy as such they do not want to share the traffic details with the world. Thus they never make the traffic detail public even if assigned an option to do so. Some do it only if they wants to earn big money through Google adsense by way of Ad planners.
Fragmented Analytics Tool:
The Web analytics markets is flushed with many different tools to measure web traffic and demographics of users. This devoid the information to ensemble in one place.
Subscription Model:
Many Analytics tool with accurate and precious traffic data seems to adopt the subscription approach to monetize the traffic info. Thus leaving the data in hands of the big advertisers and planners.
Thus this sort of partnership can help Publishers and advertisers to derive accurate Analytic Info under one place.
