From server to panel - data integration via frequency of exposure
Craig GugelWorldwide Analytics & Strategy, Interactive Market Systems, Inc., United States
Kathryn KoegelGemstar TV Guide Television, United States
Rick E. BrunerDoubleClick, United States
FROM SERVER TO PANEL: DATA INTEGRATION VIA FREQUENCY OF EXPOSURE
“Knowledge is a treasure but practice is the key to it.” – Thomas Fuller
Since the late 1990s, one of the most continuously debated topics in the online media planning world has been the need to integrate site impressions and site visitor reach data reported from two different sources – online ad...