Measuring the Effectiveness of Internet Advertising

As commercial use of the Internet continues to mature, companies are increasingly looking for adequate measures of the effectiveness of Internet advertising. This study will address the current trends, practices and developments in Internet advertising and methods for measuring the effectiveness of Internet advertising, based on a survey of companies using online advertising aggressively. We will also provide a framework for refining and structuring the process of online ad measurement, giving online marketers the confidence they need to take advantage of the global exposure available on the Internet.