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No, I don't think that Alexa is relevant to advertisers.
Their numbers have always been skewed. They rely on the installation of their toolbar to capture analytics and then apply a secret formula to extrapolate their estimate of traffic.
In the past, advertisers would glaze over these issues by saying that the estimate for each site would be skewed by the same amount and that Alexa is more of an educated guess than anything.
Today, there are much more accurate methods to closely approximate the amount of traffic a site has. The easiest way of course is to use Google Analytics and share access with people who are requesting the data.
As for the advantages of breaking the top 100k.... there really aren't any. There use to be some clout at web conferences or value in negotiating a sale or advertising rates. Today however, the web is broken down into very specific niche segments. Advertisers, prospectors and even the general public know that ranking systems like Alexa are maybe fun to look at, but don't hold any real value.
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| March 30, 2009 11:46 AM | view on twitter |
Their numbers have always been skewed. They rely on the installation of their toolbar to capture analytics and then apply a secret formula to extrapolate their estimate of traffic.
In the past, advertisers would glaze over these issues by saying that the estimate for each site would be skewed by the same amount and that Alexa is more of an educated guess than anything.
Today, there are much more accurate methods to closely approximate the amount of traffic a site has. The easiest way of course is to use Google Analytics and share access with people who are requesting the data.
As for the advantages of breaking the top 100k.... there really aren't any. There use to be some clout at web conferences or value in negotiating a sale or advertising rates. Today however, the web is broken down into very specific niche segments. Advertisers, prospectors and even the general public know that ranking systems like Alexa are maybe fun to look at, but don't hold any real value.
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March 30, 2009 12:11 PM
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Your traffic will be graphed once you break the 100K mark. There are no significant benefits. The only real benefit is that if you are selling advertising it reinforces the worth of advertising on your site. That said most serious advertisers are going to want other metrics to confirm the traffic level of your website.
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Their formulas are erratic, unpredictable and rely on depreciated concepts of marketing.
There are simply much more reliable and efficient ways to retrieve data about websites these days.