The sample for the online study is drawn from the population of qualified unique users by randomly selecting a number of unique users. This selection takes place monthly, with the samples obtained each month being independent. The unique users selected for the sample are marked as active users.

A complex sample management system allows the same active unique users to be shown an invitation to complete the online questionnaire on several different websites and at different times of the day, with the aim of achieving an optimal response rate. The average number of invitations shown to a unique users is 6.7 invitations.

The invitation is displayed directly in the browser as a pop-up. The invitation contains the logo of the website on which it is displayed.

A questionnaire completed by a visitor on any of the websites is automatically attributed to all websites that the respective visitor accessed during the previous month. The data collection period for the online questionnaires for one SATI results release is one month, and the sample consists of approximately 10,000 completed online interviews.

The online study uses:

• the same tag as traffic measurement
• the same cookie – UNIQUE ID as traffic measurement
• the same technical infrastructure as traffic measurement

• Sociodemographic characteristics (age, gender, education, etc.),
• Purpose of Internet use,
• Household goods owned,
• Purchase intentions for goods and services,
• Technical information required to identify and resolve situations where a user visits a website from multiple computers/locations or where multiple users visit websites from the same computer (the multi-client/multi-user transformation described in the next step).

• survey data: sociodemographic distortion;
• measurement data (traffic): a level of usage that is too high compared to that of the universe consisting of all unique users.

To compensate for sociodemographic distortions, the results are weighted based on sociodemographic characteristics. The reference values used for weighting are those provided by the SNA FOCUS study. This study is representative of the urban population aged 16–74 and is conducted through face-to-face interviews.

Distortions related to the level of usage cannot be corrected through weighting. Therefore, an analysis is performed for three individual types of cookies, based on their frequency of occurrence during the month under analysis, the number of page views generated, and the type of pages visited.

The characteristics used to identify these similarities include, among others: websites, frequency of occurrence during the month under analysis, number of page views generated and type of pages visited, technical details related to the sequence of pages visited on the website, duration of a visit, period/time of day when the visit takes place, etc.

At the end of this process, the information resulting from the online survey is determined/assigned to the unique users.

Four types of usage situations can be identified in terms of how people use unique users to access a website:

• browsers used to browse the Internet by a single person are called unique visitors;
• browsers used to browse the Internet by multiple people are called multiple visitors;
• people who browse the Internet from a single computer are called unique user;
• people who browse the Internet from multiple computers are called multiple users.

The transformation of browsers or computers into people, in other words, of unique users into unique people, is carried out in two stages:

• reducing and weighting multiple visitors according to the number of people who access the Internet from the same computer;
• regrouping multiple clients into a single visitor, based on the similarities in online behavior mentioned in the second stage.

At the end of the entire process, the sample is weighted to balance its sociodemographic structure with that of the measured universe.

1. Media Planning – www.sati.brat.ro

Description of website audiences or target groups:

• Simple tables – presentation of the values/percentages of any indicator/variable in relation to the studied universe.
• Media analyses and plans.

Media plan – creation and evaluation of a media plan. The creation of a media plan consists of the following steps:

• Defining the target group;
• Selecting a list of websites;
• Evaluating the audience of the websites within the target group based on the number of page views generated by each website;
• Evaluating the overall audience obtained within the target group for the selected websites.

2. Traffic results evaluation – Piano Insight

Piano Insight is the application that enables real-time and highly detailed reporting of traffic indicators. Piano Insight results are available through secure access.

The main types of analyses available in Piano Insight are:

• Reporting of all traffic indicators for a website / group of websites;
• Comparison of multiple websites, regardless of the selected indicators.

In addition, the application provides various usability features:

• Saving different types of reports for later access;
• Exporting results to Excel.

The main traffic indicators reported by SATI are:

• Unique users;
• Visits;
• Page views;
• Average duration of a page view and respectively of a visit; 
• Geolocation (country from which the visit was made);
• Technical details related to browser/OS/screen resolution.

C. STREAMING MEASUREMENT METHODOLOGY

Traffic performance for streaming content (audio or video) is measured by implementing a tag (a JavaScript script) in the player application that plays the content. The measurement tag sends a data stream to the collection servers when each event specific to the player is triggered.

The measurement tag can be implemented in any type of player, provided that the publisher has the ability to edit the source code.

General implementation rules

1. A stream must be measured using a single measurement tag.
2. The measurement tag must be executed only for the events specified in the implementation instructions, once for each event.
3. Any other call to the tag on other objects/events on the page/stream is prohibited