Study Finds that Without Proper Adjustments, Site-Server Estimates can Overstate Audience Size by Factor of up to 2.7x
Sydney, Australia, February 3, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its white paper, The Impact of Cookie Deletion on Site-Server and Ad-Server Metrics in Australia: An Empirical Comscore Study. The study addresses the key sources of discrepancy between server-based and panel-based data and reveals that cookie deletion can lead to large overstatements in servers’ measurement of the size of online audiences. Without appropriate adjustments, site-server measurement of the size of website audiences in Australia can be inflated by up to 2.7 times the actual number of unique visitors.
The report revealed the following key findings for the Australian market:
To download the full report, The Impact of Cookie Deletion on Site-Server and Ad-Server Metrics in Australia: An Empirical Comscore Study, please visit: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/The_Impact_of_Cookie_Deletion_on_Site-Server_and_Ad-Server_Metrics_in_Australia_An_Empirical_Comscore_Study
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.
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