Unique Cookie

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A count of unique identifiers that represents unduplicated instances of Internet activity (generally visits) to Internet content or advertising during a measurement period. Unique cookies do not generally represent unduplicated browsers, users or people accessing Internet content or advertising, due to several complexities surrounding the use of cookies and the accurate linkage of this identifier information to the browsers or users involved. Measurement of unique cookies for primary audience reach metrics by Publishers, ad servers, and those who rely on the identification of cookied browsers to measure audiences is subject to numerous challenges, notably cookie deletion. (See Cookie deletion).