Sunday, June 5, 2011

ComScore report about deleting cookies

Last month comScore had published an interesting report about how Latin American users are continually deleting cookies, manually or automatically, and that practice makes overstimate online audiencies by a 2.5 factor, i.e, unique real visitors are far less than estimated measuring cookies by 2.5x.

The report covers Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela (those countries have mostly variable IP addresses, if a user resets the modem, the IP changes).

ComScore also proposes a novelty solution: it consists of Unified Digital Measurement.

This "deleting cookies habit" can help to explain "the Badoo mysteries" I will be writing about in next post.

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