Measuring Cross-Device Online Audiences
Abstract
We extend the work of Koehler, Skvortsov, and Vos (2013) to measure cross-device online audiences.
The method performs demographic corrections in the usual way device-by-device. A new method
that converts cross-device cookie counts to user counts is introduced. We provide practical recipes
for fitting this transformation function and then demonstrate its use using online panel data from
Japan.
The method performs demographic corrections in the usual way device-by-device. A new method
that converts cross-device cookie counts to user counts is introduced. We provide practical recipes
for fitting this transformation function and then demonstrate its use using online panel data from
Japan.
Research Areas
