Not So Fast: Yahoo May NOT Have Surpassed Google in July

Ad Age‘s Tim Peterson dug a little deeper in the wake of all that yodeling about Yahoo having surpassed Google for the first time in two years in monthly U.S. unique visitor traffic.

The reporter explains that only Yahoo has comScore “census tags” affixed to its sites. What this means is that for July, the immediate Yahoo numbers came from a much more extensive and specific pathway than those of Google, which were calculated using the more traditional method of a comScore “panel” that was then extrapolated.

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