Nielsen rolls Net-traffic gauge

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Nielsen/NetRatings today will introduce a syndicated Internet measurement tool that allows digital media buyers and sellers the ability to target audiences by dayparts.

The company's Internet Pocketpiece will allow agencies and publishers to view monthly traffic and key audience data for the top 250 ad-supported Web sites. Pocketpiece has existed in the offline media world via Nielsen Media Research, which has a majority interest in Nielsen/NetRatings, and is used by buyers of national broadcast, cable and syndicated TV.

The relatively young Internet media has struggled to find appropriate measurement standards. Last month, comScore Media Metrix, a Nielsen/NetRatings competitor, restated measurements for October-December 2002 and January 2003, citing flaws in how it measured the at-work audience and the time users spent on a page. With its February data, it now also offers daypart data.

"We want to be able to deliver to our customers an actionable audience and to move more money [to online]," said David Hills, chief operating officer-president of sales for Primedia's About, a charter client. Agencies want data on reach and composition of their target demographics by daypart for "apples-to-apples" comparisons across media, he said.

accuracy

"We would be in favor of anything that allows the online measurement companies to represent the online audience more accurately than they do now," said Martin Nisenholtz, CEO, New York Times Co.'s New York Times Digital. Read more at AdAge.com QwikFIND aao50L

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