Integrating Internet Site Audience Measurement Into Media Planning And Buying
A unified method for reach/frequency
James H. Collins Senior Vice President, Information Technology, Scarborough Research, United States. andManish Bhatia Senior Vice President, Interactive Services, Nielsen Media Research, United States.
INTRODUCTION
The evolution of the Internet as a medium in which advertisers want a presence is proceeding apace. In an effort to assess the sizes and characteristics of Internet site audiences numerous measurement methodologies have emerged (e.g., site, server and user centric). Each strategy possesses distinct advantages (and disadvantages) and all are finding places in the media...