Real-Time Analytics Emerge

Spurred by new short-form, shoot-from-the-hip content, Web measurement tools race to embrace real-time events

Story by Rich Karpinski, Business to Business Magazine

Adobe Systems’ $1.8 billion purchase of Web analytics vendor Omniture Inc., which received regulatory approval last week, is the latest proof of the mainstreaming of online measurement.

While some market-watchers wonder how well the two companies actually fit together, the combination “has the potential to embed measurement technologies into the landscape of interactive media,” Forrester Research analyst John Lovet said. It also could signal more consolidation as well, as other competitors—most notably, Microsoft Corp.—look to acquire or partner with the remaining independent Web analytics firms.

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