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BizReport : Advertising : October 31, 2006

Advertisers Want Accurate Measurement

More and more advertisers are turning to the Internet as a viable – and growing – advertising resource. But, as advertisers continue to turn to online advertising as opposed to traditional advertising avenues the need for more accurate measurement is growing, too.

by Kristina Knight

Several larger companies such as Ford and Colgate/Palmolive are calling for accurate measuring tools for online publishers’ traffic statistics. Knowing how much actual traffic – from researchers or buying customers – a site generates will help companies determine how much of their advertising budget should be spent and where. More accurate measuring practices could help lessen the impact of click fraud.

"The Internet has matured to a place where traditional marketers - companies that have been spending much more money on television and print - are asking the questions that they would ask for the print side,” said Mainak Mazumdar, NetRatings VP of Measurement Science and Product Marketing (via MarketingVOX). “I see that to be very positive because it does legitimize the internet."

According to Marketing VOX, some companies are already disclosing such information. Neilson/Netratings is certifying traffic numbers for clients, and pay-per-click companies like Google and Yahoo are trying to better explain how pay-per-click advertising works both for advertisers and for customers.

Tags: click fraud, traffic measurement

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