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...