Abstract:

The long standing disparities between panel-based online audience measurement data and site-centric or "Web Analytics" data has been troublesome for practitioners of online marketing and advertising for over 10 years. More recently, it has become clear that the best way to develop an audience measurement system that gains consensus and maintains scientific audience measurement rigor is to develop a system that bridges the gap between server data and panel data. The approach described in this paper, and the test results presented, are a direct response to the measurement challenges faces by the digital world.