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Article: Cookie-Based Counting Overstates Size of Web Site Audiences.
- Article from:
- PR Newswire
- Article date:
- April 16, 2007
CopyrightCOPYRIGHT 2007 PR Newswire Association LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Frequent Cookie Deletion by 3 out of 10 U.S. Internet Users Leads to Overstatements in Audience Sizes by a Factor as High as 2.5
Implications for Advertising and Audience Measurement Deemed Significant by ARF and Industry Experts
RESTON, Va., April 16 /PRNewswire/ -- comScore, a leader in measuring the digital world, today released the results of a study analyzing the validity of using cookie-based data to measure the number of unique visitors to individual Web sites or to gauge the number of unique users that were served an ad by an ad server. The study, based on an analysis of 400,000 home PC's included in comScore's U.S. sample during December 2006, ...