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ONLINE USERS ARE MORE INTERNET-SAVVY than they were several years ago. Therefore, they are becoming more information-focused and are not as likely to click even with the advances in rich media. Now it is up to Web sites to determine which ways are effective in reaching their audience and how to analyze their traffic. Therefore, there is no set standard of online traffic measurement. Until one is developed and accepted industrywide, online advertisement will continue to be a point of debate.
Letter to the editor, www.internetworld.com, November, 2001