Abstract:
The purpose of this paper is to define the principles, research methods, and techniques used in the integration of panel centric and server centric audience measurement data. Panel-based audience measurement and site-based page tagging both share the goal of measuring web traffic. In each case, the objective is to count or estimate the number of occasions when a person has the opportunity to see an element of online media content, advertising or editorial. Each measurement type has unique strengths and weaknesses. Combining these approaches can provide the Internet industry with a superior measurement system for planning and buying online advertising and post campaign evaluation.
Research Papers
How many of your users are actually unique?
Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Magdalena Urbaska, Tomasz Fryderyk Urbanski
 
June 20, 2005
Research Papers
Changing the Internet audience measurement standard
Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Peter Callius, Anders Lithner, Stefan Svanfeldt
 
June 20, 2005
Research Papers
The creation of a single source cross media Internet panel
Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Anders Lithner, Stefan Svanfeldt, Peter Callius
 
June 22, 2005
