What Exactly is 'Publisher's Own Data?'
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I’ve never been impressed when publishers report Web site traffic using tools like Alexa, Compete.com or Quantcast. Anyone who uses these products for anything but a friendly way to compare one Web site against a competitor has little or no place in this business.
One step below them are the folks who still rely on “Publisher’s Own Data” to tout their Web site’s unique visitors, total visits or page views. I can imagine the call from a battered and bruised print executive asking his technology team to make his Web site numbers look as good as they can.
When
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