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Jupiter debuts Web advertising measurement service

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New York--Jupiter Media Metrix announced Wednesday that it has introduced a third-party service to measure and analyze online advertising in real time and more accurately. Called Campaign Analysis, the service is designed to provide ad servers, Web publishers and advertisers with timely metrics to determine companies' effectiveness in online advertising and e-mail and affiliate marketing. Previously, advertisers generally relied on advertising servers and Web publishers to provide basic auditing reports of all online ads served. Jupiter's Campaign Analysis is said by the company to allow ad impressions to be measured and analyzed as human viewers see them--in the actual Web browser--regardless of where the browser is located and who served the ad. Jupiter says this method will yield a far more accurate count than counting ads at different phases of the serving process, where the number of impressions that actually reach the Web browser can vary significantly because of, for example, slow dial-up modem connections.
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