Nielsen and Comscore ungergo media rating audits

September 26, 2006

According to Mark Shields over at Adweek, the Interactive Advertising Bureau is pressuring the two firms to increase their transparency and improve their methodologies—just as both prepare to undergo long-awaited Media Rating Council-led audits.

It’s been a long-standing tradition among Web publishers to occasionally gripe about their numbers. But in the last several months, what was mild grumbling has become a cacophony of complaints, as several top publishers call into question the validity of the traffic data being provided by the industry’s major third-party metrics firms: Nielsen//NetRatings and comScore Media Metrix.
 

Read the entire article at Adweek

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