Federated Media partners comScore for blog metrics

As part of the deal, comScore will create a database to measure the blogosphere and other social media. The database will use a customized weighting and projection system.

Federated Media has a number of social media sites under their umbrella. For advertisers, however, blogs that rely heavily on user participation are hard to gauge. How much advertising and what kind of advertising would go over well with the readers? "The complex nature of conversational media like blogs and community-driven sites like Digg presents unique measurement challenges,” said Magid Abraham, president and CEO of comScore Networks (via Federated Media Blog).

But the growing popularity of social sites and the growing number of paid blogging services make measurement crucial for advertisers. Without accurate measurement, online marketers may waste a portion of their ad dollars with useless placements on blogs that don't have the built in community that will purchase products or services.

The new partnership is one of several made by comScore in the past few months to cement their place in online metrics providing. Last week they released a tool that breaks down their data by content category, allowing advertisers to compare similar websites side by side. That type of comparison could help better target an audience.

Tags: blog advertising, blogs, paid blogging, social marketing, social media