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Integrating Internet site audience measurement into media planning and buying

Date of publication: June 1, 2001

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001

Company: Nielsen

Authors: James H. Collins, Manish Bhatia

Abstract:

The paper presents a strategy for the integration of Internet site measures into multi-media reach/frequency. In so doing it explores the nature of Internet site reach; the use of fusion as a technique for integrating Internet site audience measures with audience measures for other media types; the use of simulation to calculate reach/frequency; and what is uniquely learned about multi-media audience relationships through the use of reach/frequency.

James H. Collins

Author

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Manish Bhatia

Author

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Citation

Collins and Bhatia (2001a, June 01). Integrating Internet site audience measurement into media planning and buying . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/user-centric-internet-measurement-and-its-role-in-media-planning