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Ever get the feeling Web measurement is going in circles? The more data marketers say they want, the more sites say they can provide. The more sites provide, the more marketers say they want. The irony is, marketers and publishers still don't have what they can really use: comparative data on which sites get the most traffic and are best at serving up ads.

Internet Profiles Corp. launched with a desire to be the Nielsen of the Net-the key source of comparative information on Web sites. But it's had serious difficulties reaching that goal. While I/Pro's competitors (folks like NetCount, Accrue Software and Interse Corp.) covet some of its prestigious accounts, they remain more focused on measuring activity within a site, not comparing sites.

In the coming year, there's a big need just waiting to be filled. Arbitron, are you listening?

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