Clustrmaps tells me that I had my 100,000th unique visitor yesterday.
It means very little right now, as an industry we have much to sort out in this respect.
The move away from page impressions to unique users. The period over which that uniqueness is defined. The role of different browsers and aggregators. The impact of corporate ISPs and firewalls. What happens when IP addresses get reused within a given time period.
In many ways it doesn’t matter to people like you and me. People who have no intention of monetising the traffic (what an awful phrase, almost as bad as content management or CRM or DEM).
But it could matter to us, and we need to take care.
Identity is a natural place to go. People will soon work out that the uniqueness is best defined by identity and not by IP address or similar.
So identity will get hijacked, from something personal to you and me, to something üsed by ad agencies to measure reach and traffic and eyeballs and I don’t know what else.
You have been warned. We have been warned.