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Quantcast Measure Combines People and Cookies
In the US, Internet ratings firm Quantcast has introduced a new audience measurement solution which combines cookie-based traffic counts with people-based audience estimates for millions of its quantified web properties.
The firm says that until now, buyers and sellers of online ads have debated over how cookie-based publisher log-file counts compare with third-party panel service audience estimates. It claims its new direct-measurement audience model is the only industry-wide measurement service to offer clear visibility from both perspectives.
'It's hard to believe that the same panel-based solutions developed to measure audiences for print and TV platforms are still used today for the wildly different world of online measurement,' said Co-Founder and CEO Konrad Feldman. 'We launched Quantcast to solve this disconnect, and cookie to people translation has been a core focus of our scientists from the outset.'
The firm, which has just applied to the Media Rating Council (MRC) for accreditation of its online metrics and analytics services, is on the web at www.quantcast.com .
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