Blog Measurement Merger

Steve Rubel reports that BuzzMetrics and Intelliseek have been acquired by Nielsen.  This represents an interesting marriage between the old school media measurement (Nielsen) and the new world of blog measurement.  Previously, Nielsen has gotten into the web site measurement game generally.

As companies begin to pay more attention to what is being said in the blogosphere, measurement and analysis take on greater importance, especially since most corporate PR types are not especially familiar with the consumer generated media arena.  But the Nielsen brand will bring instant credibility to the offerings of BuzzMetrics and Intelliseek that will give them a strong edge in this new marketplace.  That said, they will obviously need to perform at a high level to ensure that brand equity is not squandered.

It will be interested to see what other developments this may spur in the same space.