NYTimes reports on metrics mess
The New York Times has a must-read story about the discrepancies between publishers’ own data and the data put forth by firms such as Nielsen/NetRatings and ComScore. From the story:
Online advertising is expected to generate more than $20 billion in revenue this year, more than double the $9.6 billion it represented as recently as 2004. Nobody doubts that the figure will grow — particularly as advertisers hone their techniques for aiming messages to particular consumers — but the question remains how much the clashing traffic figures will hold the market back.
Read the story here.
(And yeah, yeah, I know it’s from Oct. 22. Just catching up on some feeds… sigh.)
