comScore Publishes White Paper on the Impact of Cookie Deletion on Website Audience Measurement in Australia
*Study Finds that Without Proper Adjustments, Site-Server Estimates can Overstate Audience Size by Factor of up to 2.7x*
Sydney, Australia, February 3, 2011 – comScore, Inc., a leader in measuring the digital world, today released its 
white paper, The Impact of Cookie Deletion on Site-Server and Ad-Server Metrics in Australia: An Empirical comScore Study. The study addresses the key sources of discrepancy between server-based and panel-based data and reveals that cookie deletion can lead to large overstatements in servers’ measurement of the size of online audiences. Without appropriate adjustments, site-server measurement of the size of website audiences in Australia can be inflated by up to 2.7 times the actual number of unique visitors. (more…)