Web measurement players put to test

Johnson, Bradley
September 1999
Advertising Age;9/20/1999, Vol. 70 Issue 39, p54
Trade Publication
This article focuses on an experiment that will measure and monitor an online advertising campaign. Measurement is probably the most important issue facing online media and is probably the most misunderstood, according to Rich LeFurgy, chairman of the Internet Advertising Bureau and a member of the @dtech advisory board. Three Web measurement suppliers--Media Metrix, Nielsen/Net Ratings and AdRelevance will track an Advertising Council banner campaign from Saatchi & Saatchi to promote the Points of Light Foundation. DoubleClick agreed to deliver 2 million impressions via its network. Millward Brown Interactive will study brand impact.


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