With pressure for transparency, Nielsen and comScore agree to audit
Red Herring reports that comScore and Nielsen/NetRatings both “buckled to advertisers demands that auditors be allowed to review the way the web site-ranking companies come up with Internet metrics.”
The Interactive Advertising Bureau led the charge that forced both the metrics companies to submit their systems to the Media Rating Council, a body set up by Congress to audit media measurement bodies. IAB asked comScore and Nielsen/Netratings to be more transparent in their metrics methodologies. Three major advertising agencies supported IAB’s call.
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That’s really interesting. I’ll be keeping an eye on the outcome.
By Angela Grant on May 18, 2007 12:58 pm