The best part is that interactive media can be evaluated using the same framework as traditional media: measuring reach, frequency, GRPs, gross impressions, CPM and others.

Since web advertisements are limited to web users, reach is relatively low in relation with other media yet frequency if high within its reach. The high frequency factor also implies continual updating of pages; something an advertiser must take into consideration. Because on-line data can be effectively recorded, advertisiers can know what a user is viewing, at what time and for how long.