Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall
is about to be published on October 24, "Business Weekly" There is an article that has always been a measure of whether a website has the advertising value of the standard is to see its page access, but when the new technology and click Fraud, page access has not fully demonstrated the growth of a website, Even currently considered the most authoritative Alexa in the rankings also have loopholes. Industry insiders said the internet needs a combination of various factors of the measurement standards appear.
Seth Sternberg, 27 years old this year, threw himself into Meebo's work a year ago after dropping out of Stanford Business School. Meebo is a company dedicated to the development of instant messaging software, Meebo's Web site contains almost all the current IM tools, users do not need to install an IM tool client software, on any one of the networked computers open the Web page can be exchanged. Now Meebo has got 3.5 million of billions of dollars in venture capital from several investment firms, including Sequoia, the world's biggest venture capitalist, Sequoia Capital. More surprisingly, about 1 million people use the services provided by Meebo every day, with more than 60 million messages sent via Meebo.
But here's the problem: Sternberg and his founders have a hard time proving that their sites are as popular as they think they are. According to comscore, a network of measurement companies, the flow of Meebo is not very high, with a European Meebo competitor ebuddy.com four times times the flow. But Alexa's data shows that the flow of Meebo is bigger. Which one is real? Maybe two are not. Sternberg that the two Web site traffic should be about the same size, but he has no way to determine.
the biggest drawback of the internet is that no one knows where people are going online. and network advertisers to a large extent by the number of visits as a standard for whether to advertise. Online advertising will grow by 33% this year to $16 billion trillion. But the method of measuring website traffic is very confusing. There are estimates that the number of Web 2.0 companies like Facebook and YouTube will increase by one times every few months, but the most basic web sites are misleading.
From the outset, the measurement of Web site traffic is a deceptive behavior. Advertisers typically compare the reports of Nielsen//netratings and ComScore's two survey companies without selecting their own traffic reports, since the two companies provide services that are independent and record traffic by recording mouse clicks. But this approach is still not a fair record of the flow of the site. ComScore said that if those pop-up ads were not blocked, the measure would pop up the ad as a page visit.
the importance of independent traffic analysis became even greater as the Internet advertising market became more and more large and the threat of "click fraud" emerged. So it's not surprising that there are new services such as Alexa and Hitwise. The status of these new traffic Analysis Services has been highlighted by the weaknesses of the old flow measurement companies. They provide users with free flow analysis data that anyone can easily evaluate and advertise on their site. But these new traffic Analysis Services also have their own blind spots, and the amount of parallel comparisons they make makes the data even more confusing.
The old
measure of whether a site is growing is the amount of page access it can take. When the internet had just developed in the 90 's, The Advertiser considered the number of pages visited per month as the most trustworthy data. But when new programs and technologies appear, page traffic suddenly loses value. For example, Meebo use AJAX technology, it will speed up the Web browsing, when you log in Meebo will not appear a new page, the number of pages open will not increase with the mouse clicks, so no matter how long people on the Meebo site, the actual access to the page only one.
at present Meebo not sell ads, when it began to sell advertising, Meebo company operators need to find ways to persuade advertisers to consider other measures, rather than page access. In July, Sternberg asked ComScore's researchers to come to his office and show them their company's traffic statistics. He told them, "This is our own data, these are your data, there is a problem!" "Sternberg and the company's co-founder decided to publish their internal data, and they wanted users to stay on their sites for the attention of the people."
Ajax is not the only technology that can't measure web traffic, and RSS lets people get new articles from their favorite sites by labeling them, and it can send users ' favorite things directly to their computers. But they don't have access to these sites at all, and they don't get any page access.
the problem for advertisers is that any method of measuring traffic can only get some reliable statistics, while other data cannot be obtained. There is a viable option to combine page traffic with reach weights. Alexa is through a downloadable search toolbar to record the reach weight of the site, and then combine it with the page traffic methods. But Alexa is also limited because it only compares reach weights to the sites it accesses, says Ed Sim, senior vice president of Dawntreader Ventures, a venture capital company in New York. But Alexa is in charge of the Engineering department's vice president Niall O ' Driscoll said that Alexa does not believe that this situation exists.
Many people agree with this Alexa loophole, but they continue to use Alexa data, because it is still very attractive. Because the Alexa data provided is free and easy to get online,
some venture capitalists, startups and companies that have been established for a long time do not feel that the way they rank can fully reflect their growth. Last year, Yahoo bought the bookmark site del.icio.us, and comscore's data shows that del.icio.us is falling, but Yahoo says it will grow at least 10% a month.
now comscore and nielsen//netratings two companies have responded. ComScore has now started to use video sites as a standard for reporting, not page traffic or unique access.
Some observers want to see a variety of metrics, such as online time, that will be applied to different services until a combination of factors occurs.
