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.
Originally posted on May 18, 2007 @ 9:07 am
That’s really interesting. I’ll be keeping an eye on the outcome.