Mijn gedachten over internet, media, politiek, technologie en innovatie
zondag 10 oktober 2004
Measurements That Count
"I would hope that Wired can afford its own measurement tools. But the right question is: Why should anybody care? Mass numbers are a holdover from the old century, an anachronism in an age of precision marketing, targeted advertising, and sophisticated audience management technology. Whether CNN.com is ahead of MSNBC.com, or vice versa, should make no difference to an advertiser. Nobody buys full-run advertising on a site like that; major ad purchases are based on cost per thousand measured advertising impressions."