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Audience Measurement Applications for Online Advertising and E-Commerce
Abstract
The idea of panel-based Internet audience measurement was a child of the late 1990s “dot-com” era, where financial analysts hinged predictions of stock price rise or ruin on Website rankings. Bold marketing schemes led to spikes in traffic to Websites, which in turn led to higher rankings and the potential for greater advertising revenues. Monthly rankings became as common a mention in company press releases as any other measure of revenue or profit. Despite the sudden and calamitous collapse of the “new economy” in the second quarter of 2000, Internet audience measurement remains a highly relevant industry.
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