웹사이트 히트 수: 누구 계산이 맞나?
HOW MANY WEB SITE HITS? DEPENDS WHO'S COUNTING
보그 잡지와 W 잡지의 웹 사이트인 스타일 닷컴의 지난 달 방문자 수는 얼마였나? 42만 1000 명? 혹은 좀 더 많은 49만 7000 명? 혹은 이런 숫자의 3 배 이상이나 되는 약 180 만 명이 진짜 숫자였나? 정답은 이상 세 가지 중의 하나일 수도 있고 세가지 다 아닐 수도 있지만, 여하튼 정답은 사이트의 주인인 콘데 내스트 사나 광고를 거기 내고 광고료를 내고 있는 랠프 로렌같은 회사들에게는 심각한 문제다. (ⓒ 2007 The New York Times) (ⓒ 2007 usabriefing.net) Byline:LOUISE STORY How many people visited Style.com, the online home of Vogue and W magazines, last month? Was it 421,000, or, more optimistically, 497,000? Or was the real number more than three times higher, perhaps 1.8 million? The answer -- which may be any, or none, of the above -- is a critical one for Conde Nast, which owns the site, and for companies like Ralph Lauren, which pay to advertise there. Conde Nast's internal count (1.8 million) was much higher than the tally by ComScore (421,000) or Nielsen/NetRatings (497,000), whose numbers are used to help set advertising rates, and the discrepancies have created a good deal of friction. Other big media companies are equally frustrated that their counts of Web visitors keep coming in vastly higher than those of the tracking companies. There are many reasons for the differences (such as how people who use the Web at home and at the office are counted), but the upshot is the same: The growth of online advertising is being stunted, industry executives say, because nobody can get the basic visitor counts straight. "You're hearing measurement as one of the reasons that buyers are not moving even more money online," said Wenda Harris Millard, president for media at Martha Stewart Living Omnimedia and, until June, chief sales officer at Yahoo. "It's hugely frustrating." Online advertising is expected to generate more than $20 billion in revenue this year, more than double the $9.6 billion it represented as recently as 2004. Nobody doubts that the figure will grow, but the question remains how much the clashing traffic figures will hold the market back. "This is a bit of an anomaly because this disagreement doesn't happen offline," said Jim Spanfeller, president and chief executive of Forbes.com. By his calculation, Forbes.com had 11.6 million U.S. visitors last month, far more than the 7.5 million estimated by Nielsen/NetRatings and 5.8 million from ComScore. Many advertisers pay Web publishers each time their ad gets an impression, meaning that it is viewed by a reader, but each company uses its own methodology to count impressions. Those sets of numbers often dance to different tunes. (ⓒ 2007 The New York Times) (ⓒ 2007 usabriefing.net)
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