42244 1 3 econsultancy_xml <p>The IAB is seeking to put pressure on measurement groups over <a href="/blog/279-sites-clash-with-measurement-firms">apparent discrepancies</a> between their numbers and the internal figures of sites. </p> <p>Rothenburg said he objected to their use of representative panels to measure web audiences:</p> <blockquote> <p> <em>"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.</em> </p> <p> <em>"We simply cannot let the internet, the most accountable medium ever invented, fall into the same bad customs that have hindered older media and angered advertisers for decades."</em> </p> </blockquote> <p>The move also follows comScore's introduction of a new 'visits' metric earlier this year, after complaints from Yahoo! that it was being <a href="/blog/926-comscore-metrics-re-jigged-to-acknowledge-ajax">penalised for its use of AJAX</a>.</p> <p>The stakes have also been raised for the measurement firm following its recent <a href="/blog/1022-comscore-to-go-public">announcement</a> of plans to list on the stock market.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>The IAB is seeking to put pressure on measurement groups over <Link URL="/blog/279-sites-clash-with-measurement-firms" Window="New">apparent discrepancies</Link> between their numbers and the internal figures of sites. </Paragraph> <Paragraph>Rothenburg said he objected to their use of representative panels to measure web audiences:</Paragraph> <Block> <Paragraph> <Quote>"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.</Quote> </Paragraph> <Paragraph> <Quote>"We simply cannot let the internet, the most accountable medium ever invented, fall into the same bad customs that have hindered older media and angered advertisers for decades."</Quote> </Paragraph> </Block> <Paragraph>The move also follows comScore's introduction of a new 'visits' metric earlier this year, after complaints from Yahoo! that it was being <Link URL="/blog/926-comscore-metrics-re-jigged-to-acknowledge-ajax" Window="New">penalised for its use of AJAX</Link>.</Paragraph> <Paragraph>The stakes have also been raised for the measurement firm following its recent <Link URL="/blog/1022-comscore-to-go-public" Window="New">announcement</Link> of plans to list on the stock market.</Paragraph> </FormattedContent> 2007-04-23T10:18:00+01:00 0 1 econsultancy_xml <p> <strong>The Interactive Advertising Bureau (IAB) has again raised concerns about the measurement of web audiences and has called for major research groups to open up their systems to an independent audit.</strong> </p> <p>IAB president and CEO Randall Rothenberg has written an <a href="http://www.iab.net/news/pr_2007_04_20.asp">open letter</a> to the CEOs of <a href="http://www.comscore.com/">comScore</a> and <a href="http://www.nielsen-netratings.com/">Nielsen//NetRatings</a>, challenging both firms to throw their methods open to scrutiny. </p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>The Interactive Advertising Bureau (IAB) has again raised concerns about the measurement of web audiences and has called for major research groups to open up their systems to an independent audit.</Emphasis> </Paragraph> <Paragraph>IAB president and CEO Randall Rothenberg has written an <Link URL="http://www.iab.net/news/pr_2007_04_20.asp" Window="New">open letter</Link> to the CEOs of <Link URL="http://www.comscore.com/" Window="New">comScore</Link> and <Link URL="http://www.nielsen-netratings.com/" Window="New">Nielsen//NetRatings</Link>, challenging both firms to throw their methods open to scrutiny. </Paragraph> </FormattedContent> false 1080 <p>Econsultancy has published an <strong><a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide">Online Advertising Networks Buyer's Guide</a></strong> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced an <strong><a href="http://econsultancy.com/reports/online-advertising-survey">Online Advertising Survey</a></strong>, based on a survey of advertisers and agencies. For more stats and charts, see also our <strong><a href="http://econsultancy.com/reports/internet-advertising-statistics">Online Advertising Statistics compendium</a></strong>.</p> <p>Econsultancy has published an <strong><a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide">Online Advertising Networks Buyer's Guide</a></strong> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced an <strong><a href="http://econsultancy.com/reports/online-advertising-survey">Online Advertising Survey</a></strong>, based on a survey of advertisers and agencies. For more stats and charts, see also our <strong><a href="http://econsultancy.com/reports/internet-advertising-statistics">Online Advertising Statistics compendium</a></strong>.</p> 363130 IAB slams measurement groups false 2007-04-23T11:35:00+01:00 iab-slams-measurement-groups 2009-04-28T22:47:16+01:00 2009-10-13T08:59:55+01:00 200