Firewalls are used by corporate intranets for security, but unfortunately this makes it possible to have 10,000 employees be identified by the same single visitor address. Another frustration for the task forces is theinconsistency between sites. Every site has its own method of measuring traffic. As media buyers are struggling for ways to measure traffic on the web, methods cannot be developed further until a satisfactory and universal means for measuring traffic is decided upon. The Internet is quickly becoming an essential part of the media plan.
Media planners continue the search for ways to compare the Internet to traditional media.
Modem Media has developed a pricing method that makes measurements comparable to reach and frequency in an attempt to carry over CPM measurements to the Internet 9 . Forrester research concludes that pricing structures must change to reflect the interactive nature of the medium. Advertisers may also designate an annual budget for interactive that will be allocated dynamically, providing more resources for venues with better results. It's an innovative rating system designed to allow media planners to better compare the many advertising opportunities on the Internet, and takes into account a number of factors for every site 10 . Cost - a prime consideration weighing rate, targeting, and reach.