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NEW YORK Nielsen//NetRatings said it would begin combining its panel-based audience data with site-side visitor information.
The move is part of an effort by Nielsen//NetRatings, which is partially owned by Adweek parent VNU, to address discrepancies between the audience numbers it computes through panel data and those recorded by Web sites’ log files.
Web publishers have long complained that Nielsen//NetRatings’ panel data undercounts visitors to their sites, since it does not include publicly used computers and suffers from sampling imperfections.
Nielsen//NetRatings
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