Abstract:
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.
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Research Papers
Integrating Internet site audience measurement into media planning and buying
Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: James H. Collins, Manish Bhatia
Company: Nielsen
June 1, 2001
Research Papers
Site-centric measurement
Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Author: Joan Fitzgerald
Company: Nielsen
June 12, 2002
Research Papers
Defining the gold standard for user centric global online audience measurement
Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Author: Richard W. Goosey
 
June 20, 2003
