THE internet looks like an adman’s dream. Counting how many
times an advert on a bus shelter has been viewed is impossible; counting
clicks on a blinking banner ad is a doddle. But knowing where each
click came from, and how many people are clicking, is harder than it
appears.Firms dedicated to click-counting put code on websites that reports the times, origins and frequencies of visits, or get consumers to install it buried in browser plug-ins or mobile apps. These record web-users’ digital calling-cards: the internet-protocol (IP) addresses of the devices they are using. But to assume that each IP address represents a single user in its country of registration is a wild oversimplification.
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