The Web counting tools need to be changed because the way the web audiences are measured could be ripe for an overhaul according to the two reports out this week.

Measurements that are based on page views and cookies could be affected by changing user behaviour, which is what the studies have warned.

Net measurement firm com Score found cookies used to track user behaviour are being over-counted and a separate study argues that page view measurements are outdated due to an explosion in audio and video content.

In com Score’s study of 400,000 home PCs in the US found that a minority of web users are clearing their cookies from their computers on a regular basis.
This causes servers to then deposit new cookies which in turn could lead to an over-estimate of unique number of users to a particular website.
read more on the BBC