Nielsen error results in undercount

Nielsen is blaming long URLs used by social networks -- sometimes as long as 2,000 characters -- for an error that led to an undercount of the important "time spent" metric for the past three months. While media buyers don't use Nielsen data as online ad-buying currency, its metrics are considered an important benchmark for planning purposes. Nielsen said the issue would be corrected for reports on December Web traffic.

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Advertising Age (tiered subscription model) · Internet Retailer

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