April 19th, 2011 | Published in Google DoubleClick
With DoubleClick Ad Planner our goal is to identify websites your audience is likely to visit so you can make better-informed advertising decisions. We’re constantly looking to add to and improve the quality of data presented in Ad Planner, and we’re pleased to announce a significant change to our algorithm that will improve how we derive the unique visitors (users) metric.
The unique visitors (users) metric is the estimated, unduplicated number of people who visit a site over a specific month. This measurement is key to understanding what percentage of your target audience you can reach at any given site.
We are rolling out our improved algorithm across all of the sites in Ad Planner today, April 19, 2011, and as a result we expect that you will start seeing an increase in the number of unique visitors for most sites. We’ve spent the past year on intensive research to build this new model and are very excited to finally put it into effect.Note that the methodology for all other metrics in Ad Planner remains the same with this change. For more information on how we compile the data in Ad Planner reference this article in the Ad Planner Help Center.