Even if agencies do not adopt the same methodology, Reader's Digest hopes it will prompt them to look harder at the value of audience loyalty.
The EPR value of audience view is quite higher than that of close-up view.
"Companies can't change people's deep-rooted social values, so they'll need to try harder to understand them," says Gurel-Atay. "This means tuning into the value systems of audiences in different countries, and personalising communications – tailoring messages to connect with people's values and motivations".
When identifying influencers, it's important to not only consider the friends/followers/visitors they have, but also the value of their audience and that audience's connections and relevance.
But in order for podcasting to really take off as a business, podcasters are going to have to get better at establishing the value of their audiences.
Some argued for the value of niche audiences while others debated that the idea of a Black browser is in and of itself separatism, racist even.
Examples of tech firms helping to drive up the prices of Web ads are BlueKai, an analytics firm that tracks Web users' browsing histories and then helps advertisers target demographics or interests, and Turn, a firm that allows media planners to automatically analyze the value of Web audiences across an array of Web publishers and ad brokers.
"The way content consumption is rapidly changing you need a measurement system that will be able to help media companies, advertisers and publishers better understand the value of their audiences," said Jeremy Helfand, vice president of video solutions with Adobe.
The company just needs to find the right way to show the power of those connections to a bigger audience, and the value of that audience to advertisers and partners.
"People are really recognizing the value of the audience that we speak to".
