A Method for Measuring Online Audiences
Venue
Google Inc (2013), pp. 1-24 (to appear)
Publication Year
2013
Authors
Jim Koehler, Evgeny Skvortsov, Wiesner Vos
BibTeX
Abstract
We present a method for measuring the reach and frequency of online ad campaigns by
audience attributes. This method uses a combination of data sources, including ad
server logs, publisher provided user data (PPD), census data, and a representative
online panel. It adjusts for known problems with cookie data and potential
non-representative and inaccurate PPD. It generalizes for multiple publishers and
for targeting based on the PPD. The method includes the conversion of adjusted
cookie counts to unique audience counts. The benefit of our method is that we get
both reduced variance from server logs and reduced bias from the panel. Simulation
results and a case study are presented.
