comScore Partners With Newly-Acquired Omniture — Potential Quantcast Rival?

Web metrics reporting service comScore has announced a new partnership today with the newly-Adobe-acquired Omniture. The new strategic partnership is being announced in conjunction with New York’s Advertising Week. Financial terms of the partnership were not disclosed.

From the announcement, “the offering will combine the power of Omniture’s Web analytics with comScore’s new Media Metrix 360 hybrid audience measurement to help provide publishers and advertisers with a unified and comprehensive view of online audiences.”

My guess is that Omniture customers will now be able to view their own data next to industry and competitor analytics provided by comScore. It’s a smart move for both companies and should help Omniture customers save time and generate better analysis.

Could this bring comScore closer to the “quantified” service offered by Quantcast? From the announcement, “The strategic partner relationship is intended to allow joint Omniture and comScore customers to use Omniture tags to collect and share information with Media Metrix 360 using Omniture Genesis integration technology, quickly bypassing the normal implementation process for Media Metrix 360. The relationship also opens up the possibility of joint product initiatives that will leverage the granularity of the Omniture site-specific data with the Web-wide view of Internet user behavior provided by comScore.”