According to a new report by MediaMind, conventional audience measurement metrics that do not adjust for user cookie deletion overestimate the number of unique users by up to threefold. MediaMind’s method of measurement, the adjusted unique, divides the number of total impressions by the average frequency of cookie deletion. The study was based on 26 billion impressions served in the U.S. and Europe from January to December 2010.

More in Media

Condé Nast and Hearst strike Amazon AI licensing deals for Rufus
Condé Nast and Hearst have joined the New York Times in signing a licensing deal with Amazon for its AI-powered shopping assistant Rufus.

Media Briefing: AI payouts may be entering a new era
AI compensation is evolving — and new models, not just publisher demands, are driving the shift beyond flat-fee licensing.

In Graphic Detail: AI platforms are driving more traffic — but not enough to offset ‘zero-click’ search
Here are five graphs that reveal the major trends emerging in the world of AI and ‘zero-click’ search, and what it means for publishers.