IAB criticises web measurement firms

25 April 2007

The Internet Advertising Bureau (IAB) has criticised the web's two leading measurement firms over a perceived refusal to fully disclose their data collecting methods.

In a letter written to Nielsen/NetRatings and comScore Media Metrix, IAB chief executive Randall Rothenberg said that current measurement metrics could be excluding important sections of the online audience.

Both the IAB and the Media Rating Council (MRC) have been asking for audits of the measurement firms for a number of years, but these have not as yet materialised.

"To persist in using panels that potentially undercount or ignore the diverse populations that are the future of consumer marketing is to deny marketers the insights they need to build their businesses," Mr Rothenberg wrote in the letter.

Responding to the letter, NetRatings emphasised that it was the only measurement firm to have completed the MRC's pre-audit and that it is currently collaborating further with the council.

comScore also confirmed that it would welcome an independent investigation into measurement techniques.

Category: Miscellaneous