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Wanna Cookie? No, Thanks…
Posted on April 18th, 2007 1 commentAccording to a recent report by comScore, up to 31% of internet users cleared cookies from their machines during the month. Why is this a concern? Well, cookies are used to identify unique visitors to websites and if people are clearing their computer of cookies, when they revisit a website they are getting a new cookie redeposited on their machine. This can result in website traffic statistics being skewed to show a larger unique audience than is really there. This study provides crucial hard data in framing on-going discussions about how unique visitors are calculated and reported. Privacy issues are going to continue to generate debate about website audience measurement techniques as consumers try to wrestle control of their information back from marketers.
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[...] Days after comScore released it’s startling findings on cookie deletion rates, the Interactive Advertising Bureau (IAB) released an open letter calling on comScore and Nielsen/NetRatings to submit to an independent third-party audit of their measurement processes. With such large discrepancies in audience numbers between the server log files of IAB members and measurement companies like comScore and NNR, there’s a real need for transparency into the methodology and processes for how these numbers are arrived at. Without good explanations for the difference in reported numbers, there will be no confidence in either set of measurements and that confidence is important to the continued growth of interactive marketing. [...]
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What’s Fresh? » Blog Archive » Cookie Debate Heats Up April 20th, 2007 at 16:15