How accurate are website traffic numbers from syndicated research companies?

At the Worldwide Readership Research Symposium held last last year in Spain, four online ad experts presented a research paper that should send a shiver down the back of any media buyer or seller's spine. The paper reviewed the methodologies and results from popular syndicated research companies, like Quatcast, Compete, and ComScore. The websites of these companies, and others like them, provide a service (often free at the lowest level of participation) that estimates website traffic for any website URL you type into them. These services are very popular with both media buyers and sellers. Here's the catch: they use different methodologies and can come up with significantly different numbers for the exact same website. Oops. 

 When the paper compared some actual website numbers here is what they came up with:

The paper authors, Dick Bennett of ImServices Ltd, Steve Douglas from DJG Marketing, Bruce Rogers from Forbes, and Gerard Broussard from Pre-Meditated Media raise a big question of just how accurate the traffic numbers that these services provide might be.  

The paper also shared a "Consumer Reports" style look under the hood of these services, showing detailed and contrasting methodologies being used by each. I recommend you read a review of the methodology of any service whose numbers you using:  

Download and read the entire paper: http://www.readershipsymposium.org/online-measurement-%E2%80%93-too-many-numbersrelationships

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[Photographe mariage alsace]

By syndicated you mean RSS ?

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It is very important that you know how this is being done, so that you will be able to get lots of website traffic to any site that you are promoting.