Is Internet Advertising Ready for Prime Time?
研究了互联网广告中GRP、到达率和频次测量的准确性问题，指出当前测量方法不标准且误差大，需解决关键测量问题才能使互联网广告成为企业媒体组合的组成部分。
Advertising on the World Wide Web is growing at a fast pace. However, it is difficult to compare advertising effectiveness on the Internet relative to standard media, such as broadcast and print, because current measures of advertising effectiveness on the Web are not standardized and incorporate significant measurement errors. In this study, we investigate issues relating to the accurate measurement of advertising GRPs, Reach, and Frequency on the Internet. Moreover, we suggest critical measurement issues that need to be resolved before Internet advertising can be considered as an integral part of a company's media mix.