The search for new Web metrics

03/19/2008 | Wall Street Journal, The

While Web advertising is touted for the wealth of quantitative data returned through click tracking and analytics, that data does not tell marketers whether branding efforts are making a long-term impression, nor does it help advertisers understand a Net campaign's impact versus that of a TV promotion. IAG Research, ARSgroup and TNS Media are each introducing new methods for measuring user responses to online ads.

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Wall Street Journal, The

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