Nielsen, I/PRO introduce new Web measurement system

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Nielsen Media Research and Internet Profiles Corp. (I/PRO) on Nov. 18 launched a new Web measurement system that counts ad impressions each time they're exposed to users' PC screens, instead of monitoring content delivered from a host server. The technology addresses the problem of content -- including ads - being cached on proxy servers, resulting in a more accurate measurement of ads being delivered. It follows the launch of a counting system from ad management company MatchLogic called TrueCount.

Copyright November 1997, Crain Communications Inc.

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