FAST panel proposes measurement guidelines

Maddox, Kate
March 1999
Advertising Age;3/8/1999, Vol. 70 Issue 10, p42
Trade Publication
This article deals with the business plans of Procter & Gamble's Future of Advertising Stakeholders group. The first report attempts to provide a framework by which to measure audiences on the Web and considers the three existing forms of audience measurement. On the other hand, the second guideline proposes specific methodology to count advertising impressions served, which is based on MatchLogic's TrueCount software to count advertisements cached on proxy servers. MatchLogic worked with other advertising-serving companies, such as NetGravity, in adapting TrueCount into a more generic standard that the industry can use.


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