In part one of this two part interview with Balendu Shrivastava, Group Business Director, IMRB, told us about how their new Web Audience Measurement system tracks user information, and how they've selected the panel. In part two, he talks new metrics being introduced into the mix, specifically looking to address the needs of Display Advertising: MediaNama: Which instant messengers are you tracking, and are you able to track usage on multi-IM software like Pidgin? Shrivastava: That we don't do. We typically track only the original versions of MSN, GTalk and Yahoo messenger. MediaNama: How do you track IM communications within GMail or Yahoo Mail? Shrivastava: That is captured as a part of the website usage. MediaNama: Are you also tracking any tag based data from websites? (ED: incorporating analytics from sites themselves) Shrivastava: It will be coming in pretty soon. MediaNama: Which metrics are you tracking? Shrivastava: We're tracking the traditional Internet metrics like page-views and time on site. I'm also introducing new metrics like Exposures. Lets take Television as an example. If I'm on STAR, and I move to Zee, and come back to STAR, my (TAM) meter captures two exposures to audiences. In case of Internet, (let's say) I am on Rediff and I minimize the page, and go to Yahoo and come back to Rediff, without refreshing the page. Till I refresh or close the page, the page-view is not taken as a delivered one. But in our case, we capture user behavior. Exposure is controlled by…
