Measuring Cross-Device Online Audiences

Jim Koehler
Sheng Ma
Song Liu
Google, Inc.(2016), pp. 1-33 (to appear)
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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.