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Loading ...Here’s a series of figures that blew me away. It showed me how immature the online ad industry really is. And how far it has to grow. It’s a breakdown of how many visitors went to Style.com in September.
421,000 as measured by ComScore
497,000 as measured by Neilsen/Net Ratings
1,800,000 as measured by publisher Conde Nast’s internal measurements
They’re miles apart and that’s a big problem. When I first saw the 76,000 visit discrepancy between the two metering services I thought that was bad. But the 1.8 million figure that Conde Nast holds is more that 3.5 times that of Neilsen/Net Ratings and around 4.5 times that of ComScore.
For a long time publishers and rating companies have bickered over the different sets of stats they have for site visits and other web based traffic measurements. But differences such as these will only serve to slow down ad dollars going to the web. And that hurts us all.
Filed under: Ad Budgets, Ad Buys, Ad Sales, Advertisements, Advertising, Marketing Industry, Marketing Strategy, Online Advertising
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