chapter  6
23 Pages

Establishing the Digital Currency for Internet Audiences: The Software Meter Initiative

During the 1990s, the economic model employed so successfully by the television networks was transferred to the Internet industry through the development of sites known as portals, which, like the TV and cable networks, conglomerated content. A key part of this emerging Internet business model was the rise of a system of audience measurement to identify and track its users. Wall Street investors, banner, pop-up and pop-under advertisers, domains, and Web property owners desired such information in a variety of breakdowns.