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Adjusted Unique Metrics Summary

Adjusted Unique Metrics Summary. Michal Sela | Solution Specialist July 8 th 2010. Corrected Unique Metrics Report. In the new Adjusted Unique Metrics report we use a statistical method count the unique impressions. Will be AIB certified by the end of the month.

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Adjusted Unique Metrics Summary

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  1. Adjusted Unique Metrics Summary Michal Sela | Solution Specialist July 8th 2010

  2. Corrected UniqueMetrics Report • In the new Adjusted Unique Metrics report we use a statistical method count the unique impressions. • Will be AIB certified by the end of the month

  3. How does the Traditional Method Works? • Identify users using cookies; if a cookie was not located, a new one would be set. This resulted in over-counting if the cookie had been intentionally blocked or deleted by a user. • This could happen in the following cases: • Users delete cookies. • Users block cookies (cookies are counted more than once). • Users sometimes have more than one browser. • Users sometimes have more than one computer.

  4. Adjusted Unique Metrics • In V4, we created the new Adjusted Unique Metrics report, in which we use a statistical method (aligned with IAB measurement standards) to correct the first two of the known issues. • The algorithm • Analyzes which users did not delete their cookies based on the date on which the cookie was first created, and calculates the average frequency for those users. • Based on the total number of impressions that were served, it projects the estimated number of unique users in the population.

  5. Campaign Start Date (collection start period) Scenario A B C D Impressions • Iris - never deletes her cookies • David – always deletes his cookies time David Iris David David Iris Iris Cookie ID 1 2 3 4 2 2 David deletes cookie David deletes cookie

  6. What is a good cookie? Impression occurred Was this cookie previously encountered in the system? No Ignore cookie No Yes Was the cookie created before the campaign? No Ignore cookie Yes Cookie will be included in uniques calculation (good cookie)

  7. Mathematics Campaign Frequency = Number of impressions Number of good impressions = = “Good” Frequency Number of cookies Number of good cookies Number of “good” cookies Adjusted reach = Cookies = X served impressions Number of “good” impressions 1 (cookie ID 2) = Number of users = Number of cookies X 4 (A, B, C, D) = 2 2 (impressions C, D)

  8. Corrected Unique Report (cont.) • Adjusted Unique Metrics "unique" metrics: • Unique Impressions • Unique Clicks • Unique Expansions • Unique VideoViewers • Unique Dwell • Adjusted Unique data is relevant for all report levels (ad, placement, site, campaign), and for all date resolutions (week, month, and total).

  9. Thank you!

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