Last Updated Aug 20, 2007 7:18 PM EDT
From "hits" to "page views" to "uniques," people have been trying to quantify online media since its inception, but as the Web has matured, metrics have lagged.It's interesting that time is now a big part of the performance measures. And while Nielsen's "total" suite and comScore's "visits" family of metrics aren't likely to offer a permanent solution, they represent a good couple steps forward.
Until now. Later this month, Nielsen/NetRatings plans to roll out a new "total" suite of metrics which includes total minutes, total sessions and total page views for online media. Meanwhile, chief rival comScore earlier this year launched its "visits" family of metrics (total visits, average minutes of visits, average visits per visitor and average visits per usage day). Both could, in theory, provide a more accurate way to buy online advertising, though the lack of a standard measurement could create more confusion in the market.