Establishing online audience measurement based on onsite usage data and survey information
Stephan NollerTNS Infratest, Germany
Oliver PischkeSpring Infotainment, Germany
Jürgen SandhöferAGOF, Germany
INTRODUCTION
The Arbeitsgemeinschaft Online-Forschung (AGOF), translated as the Online Research Association, was founded by the major online marketers in Germany in December 2002. The main mission and purpose of AGOF is to ensure transparency and practical standards for online advertising research. Among AGOF's principles, maintaining the independence of an individual member's interests ranks highest. The objective of AGOF's efforts is to establish a new and standardized coverage study, “the Internet facts”, as the...