User-centric Internet measurement and its role in media planning

Date of publication: June 12, 2002

Company: Nielsen

Author: Fred O'Connell


The Internet is not at all easy to measure consistently and, importantly, in a way that is relevant to media buyers and sellers. This is, at least in part, why the Internet has struggled to grow its share of advertising spend. Site-centric methodologies are useful in determining the absolute number of pages served by a site and can provide complementary information to user-centric metrics. However, the basic audience information that advertisers are accustomed to when planning and evaluating campaigns using traditional media can only be provided consistently and meaningfully by panel-based measurement systems.

Fred O'Connell


This is a long description of some author details.

This could also be of interest:

Research Papers

Research Papers

Research Papers

  • PDF