Disagreement over a standard for what constitutes a hit on a Web page will force international standardisation of the term, as advertising agencies look set to push major software companies into broad agreement.
Microsoft is already pushing for a standard definition of the term, said Jeremy Gittins, marketing manager for the Internet at the company's Winnersh branch in Berkshire. He said: ?If you pay for banner advertising you want to know how many eyeballs you get. There are companies creating new guidelines for measuring hits on the Web.?
That reflects an overall lack of agreement on what consistutes a hit, said Laurence Rogerson, a company director at Internet service provider Hubcom. The Net needs a standard, he said. ?I don?t know how companies like Microsoft and Netscape count hits. It wouldn?t surprise me if they count them differently.? Rogerson said Hubcom counted the number of files delivered. ?Anything else would be too complicated," he added. "Ideally hits should be documents, but what is a document? Is a graphic a page or is it not a page??
Gittins said that issue concerned Microsoft. ?There are companies creating new guidelines for measuring hits on the Web. What will certainly happen is that we?ll have a standard for measuring pages.?
He said that the Microsoft Internet Explorer site was currently receiving 42 million hits a day but his company measured that by a single request for the page, rather than using multiple graphics images on the page. Netscape would not comment on how many hits it took per day nor how it measured them.
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