Nielsen is preparing to launch a new statistical yardstick that more fully encapsulates the online user experience, reports BrandWeek.

Later this month, the analytics firm will introduce "total" web statisics. This feature will include the total number of minutes someone spends on a site, page views and more.

Advertisers are also calling for metrics that take technologies like AJAX, which skews traditional accounting for page visits by auto-adjusting the data on a given page so users do not have to refresh the site.

Nielsen will also be contending with longtime nemesis comScore, which has its own ideas about how best to measure site visits and address new technology. The lack of an industry standard traditionally makes selection between the two firms difficult for media buyers, as differences in measuring systems must be taken into account.

It is to clear up this confusion that the Interactive Advertising Bureau has asked both firms to open their methodologies to auditing and accreditation.