In practice, this goal has been frustrated by the fact that each site has chosen their method of measuring, and that the technology used by websites has increasingly complicated the issue. As with all media, different methodologies of measurement produce differing results. For example, measuring the audience of a radio station via a survey will produce different results to the same measurement by a diary.
The advertising and marketing fraternity need a system of measurement that is not only comparable between sites, but which can be related to other media metrics. Above all, they need to trust the results.
Today the Online Publishing Association releases a new framework for measurement, to be adopted by all members. In summary, it proposes the following:
The counter method works by only counting the page only once it appears in the user's browser. The counter will only be placed on content pages that are deemed as valid advertising inventory and will record the data on a third-party server. As a result of all OPA sites using the same measurement server and software, it will be possible to view de-duplicated audience figures and thus allow advertisers to target audiences with less wastage than before.
The OPA plans to implement the proposed measurement standards within the next six months. We hope that this will contribute towards a trusted, sustainable online publishing industry.
About the Online Publishing Association
The OPA is a grouping of South Africa's most prominent online publishers. Our aim is to promote the growth and profitability of the online publishing industry in South Africa, by setting the highest standards, and meeting the needs of marketing and advertising professionals.
Members at this time are: 365 digital, Ananzi, BDFM, iafrica.com, iol, ITWeb, Johnnic Publishing, Mail & Guardian online, eMedia24, Moneymax, Moneyweb, MSN SA, M-Web, Ramsay Son & Parker, SuperSport, and Tiscali WorldOnline.
Theresa Vitale, Secretary, , tel. 011 713 9810
JP Farinha, Measurement Committee head, , tel. 021 426 5252
Russel Yeo, Chair, , tel. 021 596 8101
