ComScore, Nielsen Respond To IAB Letter

    April 24, 2007
    WebProNews Staff

Both companies have agreed to independent audits of the ways they measure website traffic, as the two firms faced criticism over their use of panel-based methodolgies.

SComScore, Nielsen Respond To IAB Letter
SComScore, Nielsen Respond To IAB Letter
SComScore, Nielsen Respond To IAB Letter

Last week, measurement firm comScore released a report about the use of cookies to measure traffic. They contended the practice led to overinflated audience figures for many websites.

Since site traffic is tied closely to advertising rates, the report spurred a lot of controversy and discussion. The Interactive Advertising Bureau challenged comScore and Nielsen//NetRatings to open their methods to a third-party audit.

IAB has a vested interest in accurate counts. Marketing budgets for online campaigns continue to increase, and if marketers feel websites are providing overblown traffic numbers because they conflict with comScore and Nielsen//NetRatings, negotiations for rates could become tense.

Both companies have responded to IAB president and CEO Randall Rothenberg. Nielsen//NetRatings president and CEO William Pulver said in his letter the company has already completed the pre-audit process run by the Media Rating Council.

“We are currently executing on a formal Research Plan jointly developed with the MRC