How do I measure the internet audience?

Andrew Green

As the online market continues to expand, and the sophistication of online ads grows, measuring the number of users viewing material over the internet is of increasing importance.

How do I measure the internet audience?

Andrew GreenZenithOptimedia

BACKGROUND

There were 1.1 billion internet users in January 2007 – about 17% of the world's population.1 Of these, the majority access the net via high-speed broadband connections. The medium will account for 7% of global advertising expenditure in 2007.2

On-line media have grown from a relatively simple world of banners and buttons to one providing a broad array of interactive products and services. As a result, advertisers can harness the power of this medium in a host of ways.

They do this through banner ads, key...

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