IAB Applauds comScore as Audience Measurement Firm Enters Audit Process
Will Help Drive Interactive Advertising Growth, IAB Says
September 28, 2007 -- The Interactive Advertising Bureau applauded today’s announcement by comScore, Inc., one of the world’s leading providers of interactive measurement services, that it had formally entered into an audit of its measurement processes. comScore disclosed that it had engaged the Media Rating Council, a government-created supplier of auditing services to the media and marketing industries, to audit the company’s proprietary technology for capturing the Internet behavior of its panelists.
The IAB, the trade association for ad-supported interactive media companies, had been asking the major online audience measurement providers to undergo third-party audits for several years, as a step toward resolving discrepancies in the reports of audience size and composition between the measurement services and the media companies.
“The IAB is extremely pleased that comScore has gone forward with an audit by the Media Rating Council,” said Randall Rothenberg, President and CEO of the IAB. “Discrepancies in online audience measurement have been a real pain point for publishers and advertising agencies, and auditing and accreditation by the MRC is a giant step forward in understanding and resolving this. comScore was a vital collaborator with IAB and other media, marketing, and advertising trade associations in our historic May 16 Audience Measurement Summit, and is following through on its commitment to transparency. We look forward to partnering with comScore on other initiatives that will enhance understanding – and drive the growth – of the interactive advertising marketplace.”
This important step means that comScore has joined the other leading audience measurement company, Nielsen//NetRatings, which announced at the May 16 summit its own intention to enter into a full audit and accreditation with the Media Rating Council (MRC), the independent body chartered by the U.S. Congress to steward media measurement.