I’ll be forever grateful to the Media Research Council for making “viable impressions” the new standard and thereby proving my long standing point that the way most PR, Social Media and Media Measurement companies use them is worse than worthless.
Not only do they give a completely false picture of your “reach” — the calculations never take into account the “annoyance” factor when your SEO optimization makes people click on something that has nothing to do with what you’re really interested in.
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