The Interactive Advertising Bureau has this week issued an update on progress with the auditing and accreditation of online measurement firms comScore and NetRatings, as promised after its Audience Measurement Summit on May 16. It also launched another advisory group.
The association says Nielsen//NetRatings has completed its pre-audit with the MRC and is now in the process of a full audit, as per its commitment at the meeting; while comScore has also completed its pre-audit but is reviewing the MRC's report and proposal for a full audit before it will commit to a timeline for full accreditation.
'The entire marketing-media value chain wants and needs clarity and transparency in interactive audience measurement, so we're very pleased that Nielsen//NetRatings has begun its full audit and that comScore is preparing to launch one', said Randall Rothenberg, President and CEO of the IAB.
The May 16 summit also saw the IAB agreeing to help lead an industry-wide education initiative about best practices and trends in online measurement, and to continue pushing development of measurement guidelines. An Audience Measurement Leadership Forum will be held on November 29 and is planned as an annual event. A working group has also committed to producing Audience Measurement Guidelines defining unique visitors, page views and time spent, and reviewing the impact of cookie deletion, international traffic, spiders and bots and other factors.
Today the IAN announced another body, the Research Advisory Board, whose role will be 'to define the cross-industry efforts necessary to educate the industry about critical issues in audience measurement.' Initial members are:
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
Register (free) for Daily Research News
REGISTER FOR NEWS EMAILS
To receive (free) news headlines by email, please register online