Unique User/visitor

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An identified and unduplicated individual Internet user who accesses Internet content or advertising during a measurement period. Census-based Publishers and Ad-servers will generally need to rely on algorithms (data models) to estimate the number of users attributable to the counts of Unique Cookies they develop. This is distinct from Syndicated Measurement Organizations that rely solely on panel tracking to derive counts of Audience Reach without the use of cookies. If the measurements include both pulled content and accessed pushed content, they should be referred to as Unique Users. If no pushed content is included, the measurement can be referred to as Unique Visitors. (For additional details, see ‘Audience Reach Measurement Guidelines’ at www.iab.net).