It would have been nice is Google bought Quantcast (as I wanted them to do last year) and merged the audience measurement technology with the Web Data Collection and processing in Google Analytics - with an opt-in/opt-out approach (which makes the most sense).
Google did the next best thing by enabling benchmarking of your site traffic against an industry vertical or verticals based on collected data they already have - I wrote about Google Analytics new Benchmarking service at The Analytics Guru.
Google Analytics Benchmarking
As it is, I was able to get some data on sites I have Admin access to now - but it's more of a placeholder for what is to come.
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