MediaMind Gets Accurate Cookie-Based Measurements Accredited

Written on
Feb 11, 2011 
Gavin Dunaway  |

thumbs_small.jpgADOTAS – The Media Rating Council gave the thumbs up to MediaMind’s Unique Impressions and Average Frequency metrics under the IAB’s Audience Reach Measurement guidelines.

The metrics, now available for clients, have the ability to identify when cookies are deleted and adjust metrics accordingly, enabling more accurate cookie-based measurements that Mediamind claims can be more precisely compared to online and television GRPs.

According to comScore, cookie-based measurements typically overestimate the number of users by 2.5 times. Using the metrics internally, MediaMind determined it has a global reach of 700 million uniques.

MediaMind has also become the first third-party ad server to receive accreditation by the MRC under four metrics: ad serving, rich media measurement, broadband video and audience reach measurement.

Earlier this week, MediaMind reported its fourth quarter 2010 profits were 26 cents per share ($5.5 million total), short of analysts’ target of 28 cents and last year’s 39 cents ($6 million). However, revenue increased 15% year over year to around $26 million.

Gavin Dunaway is Editor, U.S. at AdMonsters, a leading trade publication, event producer and service provider for the online advertising industry. Previously, he had been Senior Editor of Adotas, where he arrived after years of ping-ponging around various industry publications. This Washington, D.C. native and George Mason University graduate also enjoys playing electric guitar so loud that the walls shake.

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