eMedia Daily

Web Audience Measurement Clouds Build, Few Signs of Clearing in ‘08

From ClickZ…

Talk of online audience measurement reached a crescendo in 2007. Publishers, advertisers and measurement firms grappled with significant shifts in how Web content is published and how users interact with it. Publishers pumped up the complaint volume about reporting discrepancies. And the Interactive Advertising Bureau (IAB) demanded the two biggest online measurement firms shed light on their methods.

While baby steps were taken in ‘07 to adjust audience measurement for a maturing Web, publishers remain disgruntled, Internet users continue to explore new means of consuming digital media, and, for better or worse, agencies have more and more data to decipher.

What are some of the new measurements?
- “Visits” - the number of times that a unique visitor access content on a site
- “Total Minutes” and “Total Sessions”

The IAB is expected to release standardized definitions later this year for unique visitors, page views, and time spent.