If an Advertisement Runs Online and No One Sees It, Is It Still an Ad? Empirical Generalizations in Digital Advertising
Stephanie Flosi, Gian Fulgoni and Andrea Vollman
comScore
Management slant
- Because cookies are deleted regularly by a substantial proportion of Internet users, their use leads to large measurement errors. The use of solely cookie-based server data will overstate the actual number of unique visitors to a Web site by as much as a factor of 2.5. For advertising campaigns, solely cookie-based ad server data...