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Nielsen Completes Phase One of MRC Audit
The Media Rating Council (MRC) has completed the first phase of its audit of Nielsen's NetSight meter technology, which is used in the firm's international panels and US MegaPanel and will now be integrated into its audience measurement products in the US.
This stage of the MRC's Internet audience measurement accreditation process covered data collection functionality - including data capture, recording and transmission, post transmission data editing and meter systems development processes.
Nielsen and comScore first agreed to be assessed by the MRC in April 2007, when Interactive Advertising Bureau (IAB) President Randall Rothenberg urged them to find out the reason for discrepancies between ratings confirmed by IAB members and between the two firms' own results.
Nielsen says it is now moving through additional phases of the audit process, including audit committee review, and helping to support the MRC's research relating to several online measurement techniques used in Nielsen Online's products.
In addition, Nielsen Online recently committed to a significant expansion of the MRC audit process to include its Site- and VideoCensus products, which combine processes from its page-tagging technology and panel procedures.
'Nielsen Online is very engaged in the audit process and making important progress, and we are happy with the addition of its census/hybrid products to the audit scope,' said George Ivie, MRC Executive Director.
comScore's Josh Chasin is also working closely with the MRC to obtain accreditation for the rival firm.
Web sites: www.mediaratingcouncil.org , www.nielsen-online.com and www.comscore.com .
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