The Skinny on Data Collecting

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Talk about counting eyeballs. Usually, when it comes to the presentation of Web data, the first things monitored are page counts and ad impressions. But in a new report published by online auditing firm ABC Interactive, the monitors themselves are the ones being monitored. And, according to ABCi, the numbers didn’t always add up.

In the study, ABC Interactive reported that unique user counts, as well as counts of page impressions, were significantly underreported by two “leading” research companies.

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