Measuring audience reach has to do with establishing the number of people that visit a site—either directly or indirectly. These measurements are called “uniques” and play an important role in marketing and decision-making. The Audience Reach Measurement Guidelines help to ensure that companies audited for audience reach measurement are transparent and accountable in order to foster trust in the industry, especially as brands allocate more budget to online advertising. An important distinction in these guidelines is between machine-based measures and people-based measures. Either is acceptable for providing measurement, but full disclosure on which measures were used are vital in measuring uniques. Technical specifications for obtaining these measures are included in these guidelines along with guidance for filtration, reporting parameters, auditing, and . . .
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