“[P]art of the answer to not enough advertising revenue lies in serving the advertiser better,” writes Preston, referencing last week’s results of an inquiry into reporting of newspaper bulks as a step towards greater transparency of circulation figures.
But there isn’t an international standard for web traffic measurement to news sites and the difference between current methodologies (e.g. those of Nielsen in the US and the Audit Bureau of Circulations in the UK) could leave advertisers feeling lost, he says.
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“It ought to be simple. The information is there online. But if you can’t extricate it, how do you expect more than a few categories of internet advertising to break through to good prices in great quantity?”
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