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Abstract
The objective of this paper is to provide some background to those interested in the Internet audience measurement industry, layout the alternative methods employed, and provide greater detail behind the methodology used by the leading Internet audience measurement service. Alternative measurement methods are discussed. Each of the commercial audience measurement firms that are active are constantly striving to refine and improve their methodologies to match the needs of a very rapidly changing industry, and some of these improvements are discussed. This paper concludes that considerable innovation will occur in the five years ahead, just as radical changes have occurred in the five years past.
Additional information
Steve Coffey is Executive Vice President of Media Metrix, responsible for the core day-to-day business operations of the company. e-mail: [email protected]