• Topics covered in the whitepaper include:Thorough discussion of the study’s methodology.
• Quantification of the degree to which cookie deletion leads to an overstatement in site-servers’ estimates of the number of unique site visitors.
• Comparison of first-party vs. third-party cookie deletion rates and the resulting overstatement in servers’ estimates of the size of site audiences and the reach of online advertising campaigns.
• Examination of consumers’ awareness of, and attitudes towards, cookies.
• Analysis of other factors leading to potentially inflated audience reports from site server data such as failure to remove international traffic from calculation of the domestic audience and the impact of cookie blocking.

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Written by By Mark Hughes, Author, Consultant & Marketing expert & Jeff Greenfield, COO & Co-Founder of C3 Metrics™ , addressing these three issues:

1. Does the online media industry have a flaw in its reporting?
2. Is there over counting and double paying for conversions?
3. How do we properly attribute a sale with multiple media sources?

As someone who led online customer acquisition for a subsidiary of the #1 auction site getting 8 million customers in three years, I thought I knew everything. As someone who helped an online property grow from 1 million to 15 million unique visits a month with 18 million annual downloads, I thought I knew everything. That was until a client asked three questions…..

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