Establishing online audience measurement based on onsite usage data and survey information

Date of publication: June 20, 2005

Abstract:

The Arbeitsgemeinschaft Online-Forschung (AGOF), an online research associated founded by the major online marketers in Germany, was established to ensure transparency and practical standards for online advertising research. This paper presents results from their new and standardized coverage study in order to provide a common basis for media planning in the online market. The initial data provides an interesting insight into the usage patterns of many websites and the structure of their users.

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