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NEW YORK The leading Internet measurement services have responded to an unusual public challenge by the Interactive Advertising Bureau to submit to third-party audits.
Both ComScore Media Metrix and Nielsen//NetRatings said in separate letters that they are in the process of securing third-party certification of their methodologies. Nielsen//NetRatings said it has already completed the Media Ratings Council’s pre-audit. ComScore said it is in the midst of an audit by the Advertising Research Foundation.
In his recent “open letter” to the measurement firms, IAB CEO Randall Rothenberg asserted both had “resisted numerous requests for audits” by the IAB and MRC.
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