Web traffic measurement firm Nielsen has greatly expanded its reach, making it possible to measure traffic across 30,000 websites, or 10 times as many as before, according to an Adweek report.
To achieve this, Nielsen made its internet measurement panel eight times larger than it used to be, letting it gather audience data from more websites, as well as better measurement in specific demographics such as Hispanics and teens, according to the report.
Nielsen's smaller measurement panel drew the ire of critics, who felt the company was not able to accurately gather insight into long-tail traffic. The expanded reach should offer marketers a better picture of where and how consumers are spending their time online.
