We cover new users, something that will give us a greater audience in comScore A larger audience that will also influence higher advertising investments. Due to the widespread use of PSTN networks, comScore has been forced to bring “Industry Trust” to market, with the intention of ensuring that website traffic is human.
The panels are an essential part to determine the demographic profile of the users who visit the websites, it is also a very important part to determine if the audience of a website is made up of a real audience or on the contrary it is a fraud (NHT = Non Human Traffic = Non B2B Email List Human Traffic = Invalid Traffic) something that is becoming easier due to the purchase networks in RTB (Real Time Bidding). It is very likely that you have ever been visiting a website to watch movies online for free and you have realized that behind it many pages have been loaded that you have not requested. This occurs because these pages are loaded from behind (pop-under) or even from the front (pop-up) and what they do is deposit cookies that then allow the user to be tracked and thus be able to impact advertising on other web portals. Let’s see a real example: A user whom we are going to call user A enters seriesyonkis to watch a movie online.
Bet365 Affiliate B (a user who does is get registrations/users for Bet365, something he gets paid for) invests in RTB (Real Time Bidding) networks to deposit cookies. Bet 365 will pay for the first interaction (for the first contact) a CPA (cost per acquisition) of “X” euros. When user A clicks on what he thought was the movie player, what actually loads is a Bet365 page, whose URL is assigned the tracker that mentions affiliate B. BET365 recognizes that user A has deposited a cookie of theirs and that is why it does retargeting (for example, if you search for a flight from Madrid – London in Rumbo, then you will be impacted with the same flight that you searched for on one occasion.