Web number cruncher comScore has introduced Extended Web measurement (CXW), which can track distributed content across third party Web sites. The service is designed to provide more precise measurement of ad packages; it also provides a Gross Ratings Point (“GRP”) measure for online ads to compare and contrast with traditional media buys. “Distributed content,” which encompasses widgets, gadgets or applications, is content that is viewed by the end user on a Web page not owned by the publisher.