The Dawn of Hybrid Audience Measurement
Posted: October 08, 2009
By: blog.comscore.com
It is often said that the Internet is the most measurable medium. This is certainly true of measuring ad impressions and click through rates, which are critical elements of advertising measurement.
However, measuring audiences has been far more challenging, particularly in light of the ongoing differences between server logs, which represent a census of usage, and panel based estimates provided by third party companies including comScore. The purpose of hybrid measurement is to derive audience projections that reconcile to census usage counts and deliver the key metrics of unduplicated reach and audience demographics required for media research……..[read entire story]
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