Nielsen Changes Approach, Comscore Follows Suite

It is undeniable that time spent is a much more valuable metric of measuring the online space than impressions. It looks like Comscore finally agrees.

clipped from www.ft.com ComScore refines web metrics system Published: July 25 2007 18:18 | Last updated: July 25 2007 18:18 By Carlos Grande ComScore, a leading measurer of website audiences, is refining its system to help advertisers avoid bombarding a minority of heavy online users and missing less active surfers.