Digital advertising measuring under suspiction: a lack of standards

Abstract

The incomes which arise out from the digital distribution of the press are still reduced. This situation is a fact despite the number of readers, the multiplication of possibilities within the advertising formats, the capacity of measuring the Return On Investments (ROI) on digital media and the unification of the criteria for measuring audiences since 2012. For these reasons, mass media cannot make digital migration profitable. Audience, as a bargain chip in the marketing of advertising space, has lost its value despite the return on investment offered. This paper describes this problem and those changes made before and after the “end of the debate about audience measurement” in order to add value to digital advertising spaces. Particularly, the case of online newspapers in analysed and discussed due to its high number of readers and the low incomes perceived.