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ABC Interactive finds under reporting of Web site traffic

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Chicago--ABC Interactive, in the first release of a new reconciliation analysis service, found under reporting of between 40% and 57% for Web site traffic by panel-based methodology. ABCi analyzed unique users and page impression counts for major Web sites, and identified traffic not captured by leading panel-based measurement services. The auditing company will continue to report on traffic discrepancies through its Findings Report. ABCi is aiming for a quarterly release of the Findings Report. However, it may publish interim reports based on trends and news from the reconciliation analysis.
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