04 May 2007
A meeting is to take place between the Interactive Advertising Bureau (IAB) and leading internet audience researchers comScore and NetRatings, to discuss the possibility of their measurement systems undergoing an audit.
The news follows recent concerns voiced in a letter from the IAB that the methodologies of the respective firms lack transparency and therefore audience figures are hard to compare and evaluate.
The closed meeting has been scheduled for May 16th 2007 and representatives of other advertising and media bodies, including the Online Publishers Association, Association of National Advertisers, and the American Association of Advertisers, are also likely to be present.
The president of the IAB Randall Rothenberg wrote to ComScore and NetRatings on April 20th 2007 to ask for information on how the firms measure site traffic, demographics and audience profiles.
In a statement the IAB said:
"The discrepancies exist between the audience measurements of comScore and NNR (Nielsen Net Ratings) and those of the server logs of the IAB's own members. Further compounding these differences are the disparities between comScore's and NNR's own measurement results.
"All measurement companies that report audience metrics have a material impact on interactive marketing and decision-making. Therefore, transparency into these methodologies is critical to maintaining advertisers' confidence in interactive, particularly now, as marketers allocate more budget to the platform."
The IAB hopes that a firm timetable for independent audits of the methodologies used by comScore and NetRatings can be agreed when the meeting takes place.
"This is all about making sure that the marketers are confident that the numbers are correct," IAB senior vice president Sheryl Draizen said.
comScore and NetRatings to discuss audience measurement with IAB
A meeting is to take place between the Interactive Advertising Bureau (IAB) and leading internet audience researchers comScore and NetRatings, to discuss the possibility of their measurement systems undergoing an audit. The news follows recent concerns voiced in a letter from the IAB that the methodologies of the respective firms lack transparency and therefore audience figures are hard to compare and evaluate.
The closed meeting has been scheduled for May 16th 2007 and representatives of other advertising and media bodies, including the Online Publishers Association, Association of National Advertisers, and the American Association of Advertisers, are also likely to be present.
The president of the IAB Randall Rothenberg wrote to ComScore and NetRatings on April 20th 2007 to ask for information on how the firms measure site traffic, demographics and audience profiles.
In a statement the IAB said:
"The discrepancies exist between the audience measurements of comScore and NNR (Nielsen Net Ratings) and those of the server logs of the IAB's own members. Further compounding these differences are the disparities between comScore's and NNR's own measurement results.
"All measurement companies that report audience metrics have a material impact on interactive marketing and decision-making. Therefore, transparency into these methodologies is critical to maintaining advertisers' confidence in interactive, particularly now, as marketers allocate more budget to the platform."
The IAB hopes that a firm timetable for independent audits of the methodologies used by comScore and NetRatings can be agreed when the meeting takes place.
"This is all about making sure that the marketers are confident that the numbers are correct," IAB senior vice president Sheryl Draizen said.
English
German/Deutsch
Norwegian/Norsk
Swedish/Svenska
Italian/Italiano
French/Français
Spanish/Español
