ISSUE-25 re 5.2 Audience measurement: ACTION 415 June change proposal:

 

Dear All,    

In a call between Susan Israel, Jeff Chester and myself yesterday,  Jeff asked what is meant by ‘optimizing  content and placement on an individual site’ in the non normative text:    

"The purposes of audience  measurement research must be limited to:     

·     Facilitating online media valuation, planning and buying via accurate and  reliable audience measurement.     

·     Optimizing content and placement on an individual site.    

The term  “audience measurement research” does not include sales, promotional, or  marketing activities directed at a specific computer or device.  Audience  measurement data must be reported as aggregated information such that no  recipient is able to build commercial profiles about particular individuals or  devices."      

It was clarified that parallel to print media, AMR can support  decisions of advertising placement eg should you place your ad in the front,  back or close to certain content in a magazine. I should add that this is with  a digital twist as there's no guarantee that the full text is rendered to the  digital reader - so measuring what content or portions of web pages, including  advertising placements, are actually displayed as well as the preferred placement  areas, are all aspects of audience measurement.    

It would also include elements about presentation, eg size, shape or  color of background etc.    

The overall purpose is to ensure that advertisements can be seen by  the maximum proportion of the relevant audience, and to improve other aspects  of the presentation associated with the viewership.    

Regards


    

Kathy Joe