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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

Adjusted Unique Metrics Summary

Michal Sela | Solution Specialist

July 8th 2010


Corrected unique metrics report

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


How does the traditional method works

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.


Adjusted unique metrics

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.


Scenario

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


What is a good cookie

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)


Mathematics

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)


Corrected unique report cont

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).


Thank you

Thank you!


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