Alexa.com

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Alexa Internet, Inc. is a California-based subsidiary company of Amazon.com that is known for its toolbar and website. Once installed, the toolbar collects data on browsing behavior which is transmitted to the website where it is stored and analyzed and is the basis for the company’s Web traffic reporting. Alexa claims that 6 million people visit its website monthly.

Accuracy of ranking by the Alexa ToolbarMain article: Alexa Toolbar
Alexa ranks sites based on tracking information of users of its Alexa Toolbar for Internet Explorer and Firefox and from their extension for Chrome. Hence the page is only ranked between users who have these sidebars installed and may be biased if specific audience is reluctant to do this (Windows Defender has classified the sidebar as malware while it assigns it to Trojans). Also, the rank is based on three month data[17] and takes a long time to reflect changes in content that may happen after the domain has been sold. Finally, low ranks cannot be accurate not just because of the lack of data but also because of statistic laws related to the long tail distribution.

There is some controversy over how representative Alexa’s user base is of typical Internet behavior, especially for less trafficked sites. In 2007 Michael Arrington provided a few examples of relative Alexa ranking known to contradict data from comScore, including ranking YouTube ahead of Google.

On April 16, 2008, many users reported dramatic shifts in their Alexa rankings. Alexa confirmed this later in the day with an announcement that they had released the new Alexa ranking system, claiming that they now take into account more data sources “beyond Alexa Toolbar users”.

 Redesign and new statisticsOn March 31, 2009, the Alexa Web site underwent a complete redesign with new metrics, including page views per each individual user, bounce rate, and user time on site. In the following weeks they added new features, including demographics, clickstream and search traffic statistics. These new features were introduced in order to compete with other services, such as Compete.com and Quantcast.

Trackware/adwareSymantec classifies the Alexa toolbar as “trackware”. McAfee classifies it as adware, a “Potentially Unwanted Program.McAfee Site Advisor rates the Alexa site as “green”, finding “no significant problems” but warning of a “small fraction of downloads … that some people consider adware or other potentially unwanted programs.

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