ComScore, Nielsen Respond To IAB Letter
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|
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