A new web audience measurement from NetRatings
Nielsen/NetRatings, an Internet media and market research company, has made refinements to its Internet Audience Measurement Service to help advertisers get a better read on traffic to the sites where they are advertising.
The new service, called MarketView, breaks sites into channels, brands and parents. Its goal is to help advertisers understand how consumers use the Internet by tracking the specific areas that consumers access. For instance, a consumer visiting Yahoo today can be identified by whether he is using Yahoo`s search function, shop, sports, finance or other areas, NetRatings says. Previously, NetRatings would have identified the consumer as only visiting Yahoo.
"Today`s sophisticated and successful marketers demand a more insightful
view of the Internet. MarketView delivers that perspective, enabling
improved competitive analysis, targeted advertisements and detailed
understanding of online behavior," said William Pulver, president and CEO of NetRatings.
NetRatings says it bases the MarketView reporting system on analyzing site content rather than on the technical structure of a URL.
NetRatings says the Parent Company rankings provide an overview of the leading sites from a business perspective, highlighting audience traffic data for a group of domains and URLs owned by one single entity. The Brand rankings offer a consumer-based perspective, emphasizing audience traffic data based on brand segmentation within a company, rather than ownership.
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