Monday, April 23, 2007

Web Metrics Firms Pressured to Open Books

The Internet Advertising Bureau has asked the web's two leading measurement firms to submit to an independent audit, according to MediaPost.

For internet advertising to become bigger than TV advertising, we will need trustworthy third party results that can deliver clicks, reach, and unique users. While web publishers can open their logs to auditors, advertisers are more comfortable with third parties, so impartial record keepers are necessary.

The IAB has criticized comScore and Nielsen/NetRatings for refusing to allow audits for nearly a decade. If these companies aren't willing to open their kimonos, perhaps another metrics firm will step forward as "the" source for online advertising. As the money gets bigger, so does the need to be able to backup your ratings, and I can imagine publishers frequently picking fights with these companies if they aren't happy with their ratings.

Posted By John Gartner at 10:31 AM
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