Webmeter™
Internet Audience Measurement for Mediaplanning
Rob MolenaarMSN and Chairman, STIR (Internet Advertising Society), Netherlands
Enrico VerhulstDevelopment, Nedstat B.V., Netherlands
Marion AppelMedia Research, Intomart GfK, Netherlands
BACKGROUND
In 2003, STIR (Stichting Internet Reclame) has called a tender for a new Internet Audience Survey that would be able to measure web surfing both from the home and from work, school, and other locations in such a way that the survey would be accepted by media planners as the currency for planning, buying and selling of ad space on the Internet. In response, fourteen proposals have been brought forward,...