Proposal For an Accurate Person-Centric Measure For Website Server Measurement in the French Market

Download Whitepaper (in French)

Comscore today published a whitepaper entitled, “Proposal For an Accurate Person-Centric Measure For Website Server Measurement in the French Market.” This whitepaper presents a new approach to integrating panel and site server data to adjust for potential overstatement of audience size caused by cookie deletion. Comscore’s Unified Digital Measurement solves the over estimation due to this cookie duplication by calculating and applying adjustment factors to cookies observed for a website. Unified Digital Measurement reconciles website server and panel data to deliver a person-centric measure of site visitors, while accommodating the server log numbers for page impressions. This paper particularly focuses on the implications of cookie deletion for website analytics and audience measurement.

Key findings from the paper include:

• The current rate of cookie deletion in France
• 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