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The Myth of Static IP

I’ve run into a handful of cases lately where distinct IP Address counts have been offered as evidence that comScore’s numbers underrepresented an audience. These are very easy cases to address, but their increasing frequency made me wonder if the “Myth...
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Credit Angst Still a Problem for Subprime Borrowers

As senior director in the financial services group at comScore, I’ve spent a lot of time in the past several months examining changes in consumers’ online banking and credit card behavior. Earlier this month my colleagues and I hosted a webinar entitled,...
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In Praise of Online Advertising

In my last Metrics Insider column, I wrote about the question of how advertising works. The column generated some great comments, and I got some very thoughtful responses via email; some of you even sent me papers on different components of ad effectiveness...
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