Re: UKNM: standard ad industry measures / dp for kids

[Duncan Clubb]

Just a small addendum....


Piers Beckley wrote:


>

> A Unique User = No Such Thing

> -----------------------------

>

> ABC//electronic will allow you to claim a unique IP address

cross-referenced

> with a browser string as a unique user. If you need this information to

sell

> ads, by all means claim it. But don't fall into the trap of believing that

> it measures anything useful.

>


The problem with using IP addresses is that some providers (e.g Freeserve)

force

all their users through proxies, which magically change the IP address they

present to the web server mid-session if you suddenly switch to secure

transport

(e.g. at the 'checkout') - can work both ways, I suppose: either you get

twice

the number of users reported, or your session/basket mechanism breaks down


>

> Besides which, you'd be better off using cookies, as this is also accepted

> by ABC as a measure for UUs and make your adsales dept. happier.

>

> But that's not real data either.

>


Don't quite get this comment - session-tracking cookies are god's gift to

techies who need to retain state


Aye

Duncan



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