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Online audience distribution and duplication

Date of publication: June 12, 2002

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Author: Michael Zeman

Abstract:

The research described in this paper provides a new look at how consumer behavior insights can be utilized to maximize the effectiveness of an online media plan. Specifically, the paper focuses on two key areas of online measurement currently not available through syndicated online audience data tools: online inventory distribution and online inventory duplication.Ultimately, the insights generated in this analysis are framed in the context of media planning, and various tactics are then discussed within this framework.

Michael Zeman

Author

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Zeman, M. (2002a, June 12). Online audience distribution and duplication . ANA - ESOMAR. Retrieved June 05, 2025, from


https://ana.esomar.org/documents/trash-and-treasures-of-duplication