The internet as a template for today’s audience measurement

This article offers a comprehensive discussion of internet measurement and its problems. Digital technology has changed everything, by causing a fragmentation of channels (meaning traditional audience measurement methods can no longer deliver the large sample sizes required) and a dichotomy between machines and people (allowing for the measurement of everything mechanical, but not the vital person-centric measures).

The internet as a template for today's audience measurement

Josh Chasin

The internet, we have been promised from the very beginning, is the 'most measurable medium'. It therefore seems paradoxical that, almost 15 years on, so little consensus exists on...

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