There are differing opinions on how to label the metric historically known as “Unique Visitors”. On one side of the fence are those who think it should be relabeled “Unique Cookies”, since that is the most popular method used for calculations. On the other side of the fence are others who think the metric is [...]

Last week saw a lot of back-and-forth about the IAB audience reach definitions vs. the WAA definition of Unique Visitors. Jodi McDermott tried to explain the difference between the WAA’s UV definition and a completely different definition of the term put out there by the IAB. Her post was met by some rather harsh criticism [...]