© 2010 MediaMind Technologies Inc. | All rights reserved

Michal Sela | Solution Specialist

July 8th 2010

Adjusted Unique Metrics Summary

© 2010 MediaMind Technologies Inc. | All rights reserved

Corrected Unique Metrics Report

• In the new Adjusted Unique Metrics report we use a statistical method count the unique impressions.

• Will be AIB certified by the end of the month

© 2010 MediaMind Technologies Inc. | All rights reserved

How does the Traditional Method Works?

▸ Identify users using cookies; if a cookie was not located, a new one would be set. This resulted in over-counting if the cookie had been intentionally blocked or deleted by a user.

▸ This could happen in the following cases:• Users delete cookies.

• Users block cookies (cookies are counted more than once).

• Users sometimes have more than one browser.

• Users sometimes have more than one computer.

© 2010 MediaMind Technologies Inc. | All rights reserved

Adjusted Unique Metrics

▸ In V4, we created the new Adjusted Unique Metrics report, in which we use a statistical method (aligned with IAB measurement standards) to correct the first two of the known issues.

▸ The algorithm

▸ Analyzes which users did not delete their cookies based on the date on which the cookie was first created, and calculates the average frequency for those users.

▸ Based on the total number of impressions that were served, it projects the estimated number of unique users in the population.

© 2010 MediaMind Technologies Inc. | All rights reserved

Scenario

▸ Iris - never deletes her cookies

▸ David – always deletes his cookies

Impressions

Cookie ID

time

Campaign Start Date(collection start period)

David Iris DavidDavid IrisIris

1 2 3 4 22

A B C D

David deletes cookie

David deletes cookie

© 2010 MediaMind Technologies Inc. | All rights reserved

What is a good cookie?

No

Impression occurred

No

Yes

Was this cookie

previously encountered

in the system?

Was the cookie created

before the campaign?

Ignore cookie

NoIgnore cookie

Yes

Cookie will be included in uniques calculation (good

cookie)

© 2010 MediaMind Technologies Inc. | All rights reserved

Mathematics

Cookies =Number of “good” cookies

Number of “good” impressionsX served impressionsAdjusted reach =

1 (cookie ID 2)

2 (impressions C, D)X 4 (A, B, C, D) = 2 = Number of cookies = Number of users

Number of impressions

Number of cookies= “Good” Frequency

Campaign Frequency =

Number of good impressions

Number of good cookies=

© 2010 MediaMind Technologies Inc. | All rights reserved

Corrected Unique Report (cont.)

• Adjusted Unique Metrics "unique" metrics:• Unique Impressions

• Unique Clicks

• Unique Expansions

• Unique Video Viewers

• Unique Dwell

• Adjusted Unique data is relevant for all report levels (ad, placement, site, campaign), and for all date resolutions (week, month, and total).

© 2010 MediaMind Technologies Inc. | All rights reserved

Thank you!