Advertisers raging over confused web audience statistics

Kate Kay on ClickZ reports a problem with huge repercussions. Interesting times!

Talk of online audience measurement reached a crescendo in 2007. Publishers, advertisers and measurement firms grappled with significant shifts in how Web content is published and how users interact with it. Publishers pumped up the complaint volume about reporting discrepancies. And the Interactive Advertising Bureau (IAB) demanded the two biggest online measurement firms shed light on their methods

Rachel McAlpine
Rachel McAlpine


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