How Did Bridge Building Contribute To The Growth

Measure hearings and cookies

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The advertising server ( adserver ) of Mediamind (eg Eyeblaster) has been accredited by the MRC (Media Rating Council , equivalent U.S. CEPA) for estimating the number of visitors Single (cover) and mean frequency (repetition average). This audit extends to advertising rich media and video (cf. press release).
data "data" by Mediamind and audited, taking into account the effects of the release or removal of any cookies by the Internet, the effects of expiration dates, different types of cookies, the proliferation of browsers on the same computer, etc.. Adjustments, modeling, adjustment? To see, up close.
This accreditation is an event for the measurement of Web traffic, it reinforces the appropriateness measures on sites (site-centric ) providing answers to common objections. It is particularly important as various methods to remove cookies are now offered by browsers and the sites themselves, not as we know what the Internet (see the discussion around the "Do not track "the FTC ).
It can not be held without review for assessing non-accredited comScore (for example) that says that because of the removal of cookies, the site centric measurements inflatent hearings (2 to 3 times, according to a ; comScore study conducted in Australia ). According to this study, the coverage would be overestimated by 5 to 6 times the servers Advertising makes use of cookies ; repetition would be underestimated in the same report. The rate changes would also be underestimated.

This "first" American MRC / Mediamind invites the inter-industry to continue and deepen the work undertaken. Two types of initiatives could be of service to advertisers, media agencies:

• A review of scientific and technical methodologies implemented respectively by the audit and Mediamind presiding MRC accreditation. We can not proud prior to a "sophisticated mathematical algorithm" without checking his effects from fixtures and lab simulations.
• work acting on the rate of erasure or avoidance cookies (depending on the type of cookies, etc..) To propose an operational measure and ongoing site audiences, competing with the panels that sin by other means (see the web without measure OOH ).
• The comparison between measured and free review of methodologies (transparency) can only be beneficial to the development and streamlining the advertising market . The possibility of using two methods of framing advertising can cut down barriers to market entry of smaller players in the web and improve the efficiency of the advertising market.