Proposal for a New Person-Centric Measure

The new open white paper entitled, “Proposal for a New Person-Centric Measure for Web Site Server Measurement in the U.K” is based upon original Comscore research which shows that by calculating cookie deletion rates from an online panel and applying the appropriate adjustments to Web-site server data, accurate user (i.e. people-based) metrics can be derived. This open white paper has been submitted to the Audit Bureau of Circulation’s electronic arm (ABCe) for consideration by its Internet Technical Group and by the Joint Industry Committee for Web Standards (JICWEBS) to help inform the current debate concerning the development of new industry-agreed audited metrics for the measurement of online audiences.

Key findings from the paper include:

• The current rate of cookie deletion in the U.K.
• The risks in the possible misuse of current site server measurement metrics because of cookie deletion
• The importance of the creation of an industry agreed person-centric measure for counting unique Web site visitors
• How the application of an accurately enumerated cookie deflation factor can be implemented to resolve the issue of cookie deletion on site server measurement