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Jupiter Media Metrix defends measurement policies

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New York--Jupiter Media Metrix Inc. Thursday defended its practice of crediting sites for traffic generated by "pop-under'' advertisements, which appear at the bottom of an active Web page. For June, it again credited digital camera company X10.com for every instance of a pop-under advertisement, propelling the company to its second consecutive top 10 slot in Net ratings. "As an objective, third-party measurement company, Media Metrix has a responsibility to include and report interaction with all legitimate Web pages without bias toward content, business purpose or method of acquiring viewers,'' Media Metrix President Doug McFarland said. However, the research firm also noted that 73% of X10.com's unique visitors for the month left the page with the advertisement within a minute and only 2.7 million of 28.6 million targets clicked on the advertisement.
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