Mesures d'audience sur internet : à la croisée des chemins entre approche publicitaire et marketing direct

Mainly based on banners, online communication is very attractive but consists in a small part of overall advertisement investments. Audience measurement and its qualification are primordial for both sites which want to measure their traffic and performance, and also for announcers who want to plan online communication. As the Internet is still a new media, measuring tools are slowly becoming mature and their diversity is slowing down online investment in communication. This article deals with characteristics and differences between site centric approaches and user centric ones. The authors try to underline methodological and technical difficulties for normalizing audience measurement.