New push to get better online ad measurement

Internet publishers are under increasing pressure from advertisers to come up with a better way to measure their audiences.

Funding a new ratings system that would allow advertisers to compare online audiences with TV, radio and other media could cost up to $10 million, reports the Australian newspaper.

Leading publishers are meeting today, under the auspices of the Interactive Advertising Bureau, to discuss who will pay for developing a new system.

A previous plan, announced last year, to use a panel where the habits of a sample of users are used to assume the habits of everyone, was unpopular with ad agencies and has been abandoned.

The agencies want a system that will take site-centric data and use it to calibrate panel data to make it more accurate.

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