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Online Ads Still Plagued by Inconsistency

10:35 AM -- When measurement service comScore Inc. changed its methodology this summer, Hulu LLC 's numbers plummeted dramatically from 43.5 million viewers in May to 24 million in June. According to the LA Times, this is just another example of the inconsistency still pervasive in online measurement.

"It's maddening," Chicago digital media strategist Tim Hanlon told LAT. "You would think 15 years on, we would be in a better place. But we're still talking about fundamental discrepancies in things like page counts."

And though advertisers are expected to spend $25.1 billion on online advertising in the US this year, the growth of the online ad market is still restrained by these inconsistencies, Interactive Advertising Bureau (IAB) SVP Sherrill Mane said.

In other news:

  • Stieg Larsson, the late author of the The Girl With the Dragon Tattoo, has sold over a million e-books through Amazon.com Inc. (Nasdaq: AMZN)'s Kindle store alone, MediaBistro reports. His three titles are ranked as the top three best sellers in the Kindle store.

  • ABC Inc. entertainment head Steve McPherson has resigned and will be replaced by ABC Family president Paul Lee, according to a report from Deadline. Lee made a name for himself by revamping ABC Family with hits such as Greek and The Secret Life of the American Teenager.

    — Erin Barker, Digital Content Reporter, Light Reading Cable

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