"It's very hard to actually get the right engagement going because you can get the users initially very quickly in and inflate the numbers. I mean we have seen situations you know with publishers getting you know tens of millions of people every month. And then you start actually digging deeper and you realize that actually if you look at the daily engaged users you can actually see that only 10 of your total large sum are actually daily uniques. And frankly if I were the exec on the advertising side I would not be looking at any other measurement apart from daily uniques and what those daily uniques actually do every day.” - Dmitry Shishkin, Independent Digital Consultant.

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