Abstract:

This paper provides an in-depth analysis of site-centric measurement, the issues associated with this approach, and a discussion of the differences between site-centric measurement and user-centric measurement. The paper investigates the new standards set by site-centric measurement that need to be integrated into traditional methods. The research community can take steps to help the advertising industry establish the value of Internet audiences by understanding site-centric measurement and integrating its value with traditional measurement alternatives.