The difficulty of internet metrics
Editor and Publisher has a good article detailing the difficulties that companies like Nielson have in measuring internet metrics. Page views, long considered the best way to measure a website’s importance, have since been discredited as only a minor factor. Because of these difficulties, advertising companies are becoming reluctant to strategize their ad spending online. Though online ad spending will increase 25% this year, it’s being partially hindered by all this confusion.
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