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IMO most people use 24 hour uniques for traffic measurement. As long as you report the frequency along with the stats, it shouldn't really matter much.
You could always track more than one criteria for measurement - 12 hr, 24 hr, 30 day, etc, then analyze that info and figure out which measurement works best for marketing.
Choker, for example, sells some traffic based on 30 day uniques (don't hold me to this - that's what I remember..). Others sell based on 24hrs. Same thing can hold true for ad sales.
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