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What does Media Metrix UDM mean for the digital advertising industry?

Media Metrix Unified Digital Measurement™ is a best-of-breed Internet audience measurement methodology that reconciles web traffic as measured at a census level with fully consistent, Unified audience measures that can be used for planning online campaigns, and for evaluating the audience delivery of those campaigns at an unprecedented level of completeness and granularity. This new approach will provide unified numbers that are fully consistent with the server counts used for advertising payments. In this sense, Media Metrix UDM™represents the Web's first true measurement 'currency'.

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