Media Metrix and NetRatings, for example, measure the entire site audience, but we buy blocks of targeted users, says Monahan. He recommends online media buys be measured and analyzed in such segments. Pundits and common folk alike decried in early years of this century that the increasing popularity of radio would kill the newspaper. Clearly that didn t happen. Even Internet companies still rely on the old ways of making their brands known.
Old habits die hard.
Despite the fact the Web offers a whole new range of advertising possibilities, advertisers, media buyers, ad agencies and ad networks should perhaps stick to some of the basic principles of traditional advertising including invoicing and payment practices. Brett Bush is a freelance writer based in Los Angeles, California.