From the latest IIA and AMAS State of the Net Issue 11:
Online audience measurement in Ireland is dogged by a torrent of data. Some of it is irrelevant (such as hits on a website, which aren’t a true measure of online traffic) and little of it is directly comparable. This makes the job of media planners, the professionals who buy online advertising, a challenging one.
The arrival of a new mechanism to measure traffic on Irish websites is welcome, particularly as it offers a robust methodology and directly comparable data. The Internet Audience Measurement (IAM) is an initiative of Bluemetrix, the Irish company which measures online traffic in distant markets such as Japan and Scandinavia.
Its software was running on 38 Irish websites when the first tranche of data, on which our graph is based, was released in early November. Not all the big sites are signed up and some of those that are (such as Daft.ie and The Irish Times) did not have any stats available for the first monthly release.
But while, the top 10 table is limited in its scope, it enables like-for-like comparisons as the same measurement tool is used. This new measure will gain in importance over coming months, as more sites sign up and more data becomes available.
Source: Bluemetrix study of 38 Irish websites for October 2008 (www.irelandmetrix.ie)