The politics of reforming digital audience metrics — don't underestimate the status quo
Long-time critics of imprecise unique visitor and page view metrics have had reason to cheer in recent months. Both the Financial Times and Economist have started to offer advertisers the alternative of rates based on time spent rather than raw traffic numbers. Chartbeat corrected a major flaw in existing measures of time spent, then got its system “accredited” by the influential Media Ratings Council.
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