Changing the internet audience measurement standard
Peter Callius, Anders Lithner and Stefan SvanfeldtResearch International, Sweden
INTRODUCTION
The great thing about the Internet is that almost everything is measurable. Unfortunately the dilemma is precisely that – that everything is measurable. This has at times been in the way of the development of new and more flexible measurement systems.
Media fragmentation, advertising avoidance, technology development and the need for an understanding of ROI are four of the most important driving forces in the media world today. More heterogenic consumers are also pressing the need for more target...