News
Coca-Cola, AT&T, Others Out to Reinvent Web Measurement
Marketers, Media Cos. Join ANA, IAB, 4As in Pilots of New Impression Rule, Audience Currency, Standard Ad Formats
Audience-based deals have gone from almost half the U.S. online ad market in 2006 to only a third last year. One reason is lack of confidence in audience measures. Most cost-per-thousand (CPM) deals have been done based on publishers' server logs, not independent measurement systems such as ComScore or Nielsen., according to the IAB. Source: Internet Advertising Bureau, PriceWaterhouseCoopers
