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Traffic Jam : We'll never agree about online audience size

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There's another reason for the lack of consensus about audiences on the Web: the numbers don't matter as much to advertisers. As any Mad Men fan knows, Nielsen's TV ratings are a kind of currency on Madison Avenue. An extra point or two of penetration translates into millions of dollars over a season. That's why plot lines peak and the news gets trashier during "Sweeps Week," when local ad rates are set.

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