Advanced techniques in panel and server data integration

Richard W. Goosey

The purpose of this paper is to define the principles, research methods, and techniques used in the integration of panel centric and server centric audience measurement data.

Advanced techniques in panel and server data integration

Richard W. GooseyNielsen//NetRatings EMEA, United Kingdom

FORWARD

The advertising campaign of tomorrow will be an integrated multi-media campaign where ROI delivered by a well-designed online component will be judged in the same terms as other media. For online advertising to reach its true potential, the industry needs to talk in a language which traditional advertisers understand – reach, frequency and demographics – and leverage the unique capabilities that this media can offer. However, the Internet is a unique medium in terms of fragmentation and complexity, and this raises many problems in...

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