Viewpoint: Web measurement needs standards, but whose?

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Web research is a ``noisy'' business. Claims and proclamations abound from research companies and the entities they measure. However, the same could be said about the growth of TV in the late 1940s and '50s, when scads of research suppliers offered many types of syndicated and special studies. Congressional involvement finally sorted through the noise, and only two of the dozens of companies survived and now only one has, ultimately, continued to succeed.

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Copyright May 1998, Crain Communications Inc.

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