If an Advertisement Runs Online and No One Sees It, Is It Still an Ad? Empirical Generalizations in Digital Advertising

This study presents findings from three charter studies involving leading global advertisers in three key geographical regions: the United States, Europe, and Canada.

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...

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