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Article: Traffic signals: new guidelines could give a clearer measure of web traffic.(FORWARD)
- Article from:
- Entrepreneur
- Article date:
- June 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 Entrepreneur Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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HITS, SERVER logs, impressions, page views--a marketer can certainly get confused by all the web-traffic measurement lingo. In 2002, the Interactive Advertising Bureau, an association dedicated to helping various media companies increase their revenue, introduced its first measurement guidelines. But what's happened since then?
Quite a bit, says IAB president and CEO Greg Stuart. Stuart points to the Global Ad Campaign Measurement and Audit Guidelines developed by the organization's Measurement Task Force, released last November, as a key milestone in a 5- to 7-year plan to develop consistent, worldwide web-traffic measurement mechanisms. "First, we needed to ...