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The Web’s dominant traffic counter is in the midst of overhauling its traffic counting system, in response to years of complaints from publishers who insist that their traffic has been undercounted.Turns out, they were often right.
The difference is that Comscore’s (SCOR) old system tracked small panels of users and extrapolated their traffic patterns across the Web. But its new “hybrid” system uses panel data along with records generated by actual visits to the site, counted via tracking cookies. Publishers that cooperate with Comscore agree to let the company “tag” every Web page on their sites.
