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BtoB

IAB summit garners commitment to transparency in online metrics

Published on .

New York—The Interactive Advertising Bureau summit last week has yielded significant results, as measurement companies comScore and Nielsen//NetRatings agreed Tuesday to commit to timetables for the auditing of their technologies and processes by a third-party auditor.

Nielsen//NetRatings has formally announced its entrance into a full audit and accreditation process with the Media Ratings Council, while comScore is in the final stages of its preaudit with the MRC and has committed to finalizing the time line for a full audit and accreditation within the next three months.

The summit was prompted by what IAB has said are discrepancies in online metrics between comScore and Nielsen//NetRatings.

The meeting’s participants also agreed that “convergent validity,” which combines different data sources to build a better understanding of the total audience, is an important component to growing online advertising.

—Matthew Schwartz

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