Quantcast, a provider of Open Internet Ratings, has introduced a new audience measurement solution that combines cookie-based traffic counts with people-based audience estimates for millions of its quantified web properties.

Building on the data supplied by the millions of Web sites that are tracked via Quantcast's "quantified" cookies, the new measurement model takes into account factors like frequency of visits over time and work vs. home usage that can cause discrepancies between cookie- and panel-based counts.

Quantcast claims that until now, buyers and sellers of online ads have debated over how cookie-based publisher log-file counts compare with third-party panel service audience estimates. It also claims that its new direct-measurement audience model is the only industry-wide measurement service to offer clear visibility from both perspectives.

According to Bill Bradford, Senior Vice President of content strategy at Fox Broadcasting Company, the hybrid model is bringing online media buying out of the dark ages. "The Quantcast model finally delivers a solution which fully exploits the direct measurement capability of digital distribution, in the context of people, which is essential for delivering enhanced value to our consumers and our advertising partners," Bradford added.

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