ONLINE-ADS>> Ratings: What is Optimal?

Keith Pieper (kpieper_at_matchlogic.com)
Mon, 5 Oct 1998 19:59:44 -0500 (CDT)

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What will it take to accept a standard comparison benchmark?

Time after time, whenever ratings or benchmark comparison
measurements are discussed, they are continuously
questioned. Media Metrix, Relevant Knowledge, Net Ratings,
_at_Plan all have different methodologies, panels, etc. But
when hands go up about "who we should follow", everyone says
"no one". The most common complaint includes methdologies -
"none are optimal" I hear.

So what is "optimal"?

Is it that we have so many choices, we have trouble lining
up behind the one we believe is the best? What will it take
for acceptance of these companies? What will it take for
accepting one as a standard (if accepting one as a standard
is what needs to happen - just because it is like that in
TV, radio, etc?). Granted, we all need a common reference
point for comparison.

This is something that has baffled me for a long time - we
complain, yet we offer few, if any suggestions for
optimality.

With the introduction of Nielsen in the coming months, they
have touted "panel construction" as the differentitating
factor in methodology. Will this be enough? Afterall, this
IS a census-based medium. All these guys offer "panel based"
measurement.

So what SPECIFICALLY do we want for optimal measurement?

Keith Pieper
Idea Architect
MatchLogic
"The Internet's Voice of Reason"

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