Long-time critics of imprecise unique visitor and page view metrics like me have had reason to cheer in recent months.
Both the Financial Times and Economist have started to offer advertisers the alternative of rates based on time spent rather than raw traffic numbers.
Chartbeat corrected a major flaw in existing measures of time spent, then got its system “accredited” by the influential Media Ratings Council. And Chartbeat CEO Tony Haile has been an effective evangelist in interviews and speeches for a more sophisticated way of looking at the attention of digital audiences.
That’s real progress. But plowing through dozens of articles and
interviewing a few key sources, I have concluded that it is way early to
declare victory and a new day dawning in digital measurement.
Oddly, although we like to think of the digital world as fast-moving
and progressive, there is an established status quo for counting digital
audiences backed by powerful vested interests who remain mostly happy
with the unholy triad of uniques, page views and clickthroughs.
Start with the digital big guys — Facebook, Google, Yahoo, AOL...
The politics of reforming digital audience metrics — don’t underestimate the status quo