The rules will be changing about rolling up traffic from multiple sites to the credit of one. For instance, Fox Interactive can boast traffic of 70 million-plus to its various sites but under changes being considered by the Interactive Advertising Bureau would have to brand the sites prominently under the same name for the numbers to count in aggregate. CNET News.com offers ESPN.com and its traffic-aggregating partnership with Active.com as an example of one that would require a branding shift.
Not to worry, though. How fast can this happen given that the IAB and the Media Ratings Council are still working on the definition of a page view?