Moving The Internet Measurement Needle

Vid Jain, Owen Davis and Gerard Broussard

Discusses the problems of how to track advertising exposure on the Internet. The ActiveTrack user-side tracking mechanism is described.

Moving the Internet Measurement Needle

Evaluating advertising performance on the web

Gerard BroussardOgilvyOneVid JamandOwen Davis Thinking Media.

In the beginning, the emergence of the World Wide Web held much promise for advertisers. With just about every type of content imaginable appearing on the web, marketers were ready to promote their products on the sites that provided the most relevant environment. They'd be able to reach consumers in a highly targeted fashion and track cyberspace advertising performance in more detail than ever thought possible. Every page download and every ad banner click could be recorded by...

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