MAPPING WEB IMPRESSIONS TO A UNIQUE AUDIENCE

摘要

An electronic method maps web impressions to an estimate of a unique audience. The method includes monitoring web impressions made with respect to one or more websites to identify user devices used to make the web impressions, comparing identified user devices to a database in which user devices are linked to household data to produce a first subset of web impressions to which household data is matched, and a second subset of web impressions having no matched household data, processing the first subset of impressions using an audience model of visits per household (VHH) to websites to obtain a partial estimate of the unique audience, and adjusting the partial estimate of the unique audience to take into account the second subset of impressions in order to derive a final estimate of the unique audience.