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.