Nielsen is attempting reflect the true digital footprint of web properties by combining Nielsen/NetRatings and BuzzMetrics into a single online service.

Nielsen Online will attempt to provide measurement and analysis of online audiences, advertising, video, blogs, consumer-generated media, word-of-mouth, commerce and consumer behaviour.

Itzhak Fisher, former executive chairman of BuzzMetrics, will lead Nielsen Online as executive chairman.

Another new venture, Nielsen Mobile, will combine recently acquired Telephia – which supplies consumer research to the telecom and mobile media markets – with several existing Nielsen mobile measurement initiatives.