Comscore Networks and Federated Media are getting together to develop a measurement model for conversational media. These blogs and community driven sites are responsible for much brand awareness online which up to now has been difficult and controversial to measure. Federated Media represents over 100 conversational media sites like Digg, Protrade, BoingBoing and Dooce.

Comscore will build a database using a customized weighting and projection system designed for measuring the conversational
media and blogging sector.

Differences between Comscore’s measurements and site server data have previously led to controversy regarding the true audience size for several well known sites. Further, given the inherent limitations of server data in providing audience demographics, the industry has been eager for a solution that quantifies the value of blog audiences for potential advertisers.

President and CEO of Comscore Networks, Magid Abraham, tells us:

“The complex nature of blogs and community-driven sites like Digg presents unique measurement challenges. In partnering with Federated Media, Comscore will harness their experience with a large network of blogs and consumer generated sites to ensure that the blogosphere has available to it the most accurate and reliable third-party measurement services.”