&gt; Why do media companies need to use so many similar analytics services, e.g. the 30 odd trackers on many news sites?<p>Let&#x27;s see what we can find on CNN right now:<p>Clicktale, analytics for their design team with things like click heat maps and scroll maps.<p>Optimizely, A&#x2F;B testing to compare the results of layout changes by serving variations of each page to portions of their traffic.<p>Turner corporation&#x27;s internal analytics tools, for who knows what.<p>A tag for PostRelease, which distributes media for content-based advertisers, like advertorials and videos.<p>Usabilla, a tool for surveying user satisfaction.<p>Dynamicyield, which personalizes page content to specific visitors.<p>Krux Digital, which is about tracking people across multiple devices for a better measure of how many real people are on the site, and then segmenting that data for the advertising sales team.<p>Moat, which measures viewability of ads, i.e. what portion are actually seen by people rather than just being loaded below the fold.<p>Scorecard Research, which is audience measurement and surveys.<p>Chartbeat, which is real-time analytics specifically for the editorial team. It shows them what stories are hot and trending at that specific moment, which directs what headlines get pushed up, what journalists get assigned to cover, what stories get pushed off the front page, etc.<p>Outbrain, which adds the &quot;more stories you might be interested in&quot; type stuff to the end of each article, which are actually ads.<p>The rest are tags for serving banner ads through Google, their own ad server, and various exchanges.