Audience measurement is the basis for half a trillion dollars of advertising spend. It addresses two basic questions about audiences of media properties: How large are they and who are they?

These seemingly simple questions have become increasingly more difficult to answer as advertisers look to reach specific targeted audiences, requiring media sellers to measure ever more granular audiences.

This short paper reviews current digital audience measurement methods and how they meet the demands of the modern media environment.

Read the report to learn about:

  • Differences between panel-based and direct measurement
  • Challenged with panel-based measurement
  • Quantcast’s unique methodology

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