Integrating Internet site audience measurement into media planning and buying

Date of publication: June 1, 2001

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.

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