When it comes to online marketing, traffic is everything. It determines what marketers pay per click, which web sites get which ads, and if traffic is low enough, it may keep a site from getting ad dollars at all.
That’s why the latest faux pas from The Nielsen Company may be bigger than it seems. On Thursday, the company sent out a note to all of its clients saying they had been undercounting traffic for the past three months.
The problem was one of long URL’s. One’s with more than 2,000 characters as a matter of fact. They found that their system wasn’t recognizing these URL’s all the time resulting in an estimated 22% decline over the prior year.