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IAB Challenges Online Measurement Firms

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IAB Challenges Online Measurement Firms

The Interactive Advertising Bureau is challenging two top online measurement firms comScore, Inc and Nielsen//NetRatings to agree to a third-party audit of their measurement processes.

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"And it certainly appears to us as if these audiences are being undercounted or disregarded."

Media companies have questioned the discrepancies between their own log files and panel companies' findings of Web traffic.

Independently audited methodologies and numbers, Mr. Rothenberg writes, "would let marketers eliminate waste, media companies realize a fair price, and advertising agencies target audiences and analyze their campaigns more effectively."

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