Top players will take part in an experiment to measure and monitor one online campaign, with results released Nov. 1 at the @d:tech conference in New York.
Measurement "is probably the most important issue facing online media today, and . . . is probably the most misunderstood," said Rich LeFurgy, chairman of the Internet Advertising Bureau and a member of the @d:tech advisory board. "What this panel will do is illustrate that we do have very good measurement in place, contrary to popular belief."
'QUESTION OF INTERPRETATION'
Three Web measurement suppliers -- Media Metrix, Nielsen/Net
Ratings and AdRelevance and -- will track an Advertising Council banner campaign from Saatchi & Saatchi to promote the Points of Light Foundation. DoubleClick agreed to deliver 2 million impressions via its network. Millward Brown Interactive will study brand impact. Engage Technologies' I/PRO will review all the results.
The panel will include side-by-side comparisons, such as Millward Brown and Nielsen/NetRatings home-user demographics. But @d:tech Chairman Kate Maddox said the bigger goal is to show what can be measured and strengths and limitations of various approaches.
"I think it's a question of interpretation," said Ms. Maddox, a former Advertising Age Interactive editor who is a VP of @d:tech's producer, eMarketWorld.
I/PRO VP-Marketing Tim Reed said each service will be asked to comment on a specific area. "We're presenting it more as a flow than a battle of the titans."
Wouldn't life be easier if there were one, accepted data source?
"People will understand there are differences," said Mr. LeFurgy, a venture capitalist and investor in start-up AdRelevance. "It's not meant to say that one number's right and another number's wrong."