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.)

Author: Danny Sanchez

Danny Sanchez is the Audience Development Manager at Tribune's Sun-Sentinel.com and OrlandoSentinel.com. Danny has been with Tribune since 2005 in a variety of editorial, digital and product development roles in Hartford, Orlando and Fort Lauderdale. He has also previously worked in the newsrooms of the Tampa Bay Times and The Miami Herald.