Media Metrix mmxi is in the business of measuring audience on the Internet.
"We have a piece of a company that measures audience on the Internet," she said.
Thus, a tried-and-true method of measuring audience in television and on the Web — observing the viewing behavior of panels of users — does not work for mobile apps, Mr. Datta said.
The organization already measures audiences for other types of outdoor signs as part of its Out of Home Ratings system.
The challenge of accurately measuring audiences is not limited to radio.
A pilot study was conducted to measure audience and information-seeking characteristics of the www.iwannaknow.org Web site.
NetRatings, originally a spinoff of the electronics company Hitachi, was another attempt to measure the audience of Web sites.
Jupiter Media Metrix, the ailing Internet research firm, said yesterday that it had sold its well-known unit that measures the audience of Web sites to Comscore Networks, a Reston, Va., rival, for $1.5 million.
Next week, Nielsen Media Research will begin measuring the national audience of Univision, the Spanish-language television network, according to a joint announcement made by the companies on Monday.
FORT LAUDERDALE -- In an age where connected TV providers can give advertisers accurate viewing data, hot off the box, what good is the decades-old method of measuring TV audiences using panels of viewers?
