Abstract: The disclosure herein concerns a method of estimating Internet traffic including taking a size of a target population based on at least one of census data and third party data, identifying a percentage of the target population that displays an online behavior, receiving clickstream data at a host processing facility from a clickstream panel that connotes Internet activity of individual members of the clickstream panel, identifying a fraction of participants within the clickstream panel that exhibit the online behavior, and producing, at the host processing facility, an estimate of the target population's Internet activity by first scaling the clickstream data for the participants in the clickstream panel exhibiting the online behavior so that it matches the percentage in the target population and then scaling the data for all members of the clickstream panel by the relative size of the target population.

Abstract: The disclosure herein concerns a method of estimating Internet traffic including taking a size of a target population based on at least one of census data and third party data, identifying a percentage of the target population that displays an online behavior, receiving clickstream data at a host processing facility from a clickstream panel that connotes Internet activity of individual members of the clickstream panel, identifying a fraction of participants within the clickstream panel that exhibit the online behavior, and producing, at the host processing facility, an estimate of the target population's Internet activity by first scaling the clickstream data for the participants in the clickstream panel exhibiting the online behavior so that it matches the percentage in the target population and then scaling the data for all members of the clickstream panel by the relative size of the target population.