VIDEO: Web Audience Metrics Get More Complicated

New Measurement Standard Scrambles Rankings of Largest Portals

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NEW YORK ( -- Don't expect the business of measuring web audiences to get more simple or straightforward any time soon, says Ad Age digital editor Abbey Klaassen in this program. She notes that Nielsen/NetRatings' introduction of yet another web audience measurement metric -- total minutes -- brings new complications even as accountability has become the prime concern of the marketers who are pouring billions of dollars into online advertising. The total minutes measurement also upends the rankings among the largest web portals -- pushing AOL to No. 1 in a field where it is usually ranked third or lower by other major metric formats.

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