IAB Calls for Timetable after NetRatings and comScore Respond

comScore and Nielsen//NetRatings have issued positive responses to the call by the Interactive Advertising Bureau (IAB) for them to submit to a third-party audit; but the Bureau has challenged them to back up their promises by setting and sticking to a scheduled timetable.

Last week IAB President and CEO Randall Rothenberg wrote a letter to both firms outlining his concerns that audiences are being 'undercounted or disregarded' (www.mrweb.com/drno/news6703.htm ).

In a letter of response, William Pulver, President and CEO of NetRatings, stated that he was surprised by some of Rothenberg's comments saying: 'NetRatings is the only Internet audience measurement company to have completed the Media Rating Council's (MRC) pre-audit. We are currently executing a formal Research Plan jointly developed with the MRC's Research Committee. We look forward to taking the next appropriate steps in the audit process.'

Pulver said that he believes the firm is taking a leadership position in integrating data from multiple sources to deliver accurate information, adding: 'We are also working swiftly to address recent technology changes unique to our medium, including proper measurement of streaming media and AJAX as well as expanding web site classification to six levels.'

Dr Magid Abraham, President and CEO at comScore said that his firm has already had 'positive and productive' discussions with the IAB to initiate a process for understanding the root cause of the difference between web site server logs, and panel-based measurements. He said he is confident that comScore's panel methodologies will stand the scrutiny of a third-party evaluation.

Abraham also confirmed that comScore's recently published results of its study of the impact of cookie deletion on the accuracy of audience counts, has led to a number of its clients using its panel data to adjust their own server log data to eliminate overstatement. He added that he hopes that this approach will becomes a standard practice within the industry.

As part of comScore's efforts to achieve transparency, the firm has opened its methodology and processes to an evaluation by the Advertising Research Foundation, and Abraham hopes that the results will be publicly released in the near future.

In a response to the letters Marla Nitke, Director Marketing Communications at IAB, said this evening that IAB is pleased the two firms have agreed publicly to seek an audit by the Media Rating Council. She commented: 'This shows a commitment to true accountability and to the transparency necessary to assure advertisers, agencies, and media that their investments are sound. We're also pleased by their willingness to work with the IAB to assure the continued solidity of their measurement processes as interactive media evolves. We challenge them to set – and stick with – a timetable. Only then will true accountability go from promise to reality.'

The IAB is the US trade association for Interactive media companies, and is online at www.iab.net . The MRC (www.mediaratingcouncil.org ) provides accreditation and auditing of ratings services.

The two measurement firms are online at www.comscore.com and www.nielsen-netratings.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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