Tim Gentry, the Guardian's head of optimisation and effectiveness, said in a presentation at the Omniture Summit EMEA 2010 that the publisher would not implement online registration, as it "could push away a lot of our audience," Media Week reported.

This statement comes as the paper reported that DMGT, the Daily Mail's parent company, has said it will not follow The Times' paywall strategy and instead remain a largely free site.

Gentry said The Guardian draws about 33 million monthly unique visitors. It uses Omniture's website measurement tool SiteCatalyst as well as Audience Science's 'Discovery' technology, which enables them to create more interesting audience segments for advertisers, Brand Republic reported.

He also mentioned that the forthcoming EU directive covering online privacy was "a challenge" for publishers. "How we do behavioural targeting within [this] new legal framework will be interesting. We remain an opt-out organisation, rather than opt-in," he added.