Nielsen Scraps Pageview Ratings: Let Confusion Reign

by: Ashkan Karbasfrooshan

I am not de-emphasizing that pageview is a bad idea; it’s long overdue, but in typical knee-jerk reaction, by scrapping it altogether, Nielsen removes an important metric that provides an additional metric, check and balance, or audit, if you will.

Everyone in the media planning, buying and publishing industry knows of the shortcomings of pageviews, let alone as measured by Nielsen or comScore, but scrapping them is foolish. This is evidently an example of “we will never be able to accurately measure it, so we’ll scrap it”.

When something is broken, you fix it, you don’t shove it underneath the rug.

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