OPINION: Stop data spin doctors with standardized traffic counts

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The recent firestorm surrounding DoubleClick's use of Media Metrix audience numbers, and its resulting stock spike, drives home the need for standards and increased scrutiny in reporting Web site traffic.Two weeks ago in this section, we reported that Media Metrix would begin selling an ad sales network report, which would include traffic for DoubleClick, LinkExchange, 24/7 Media, Zulu Media and other ad networks. Until now, Media Metrix has reported only on individual site traffic, although it has done custom reporting for some ad network clients, including DoubleClick.

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Copyright July 1998, Crain Communications Inc.

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