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Nielsen//NetRatings moves forward on MRC audit

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New York—Responding to a request by the Interactive Advertising Bureau for a third-party audit of its Internet audience measurement service, Nielsen//NetRatings announced that it will begin the full accreditation process required by the Media Rating Council.

Nielsen//NetRatings made the announcement this week at a cross-industry discussion hosted by the IAB and attended by members of the American Association of Advertising Agencies, Advertising Research Foundation, Association of National Advertisers, MRC and Online Publishers Association.

“With today’s announcement that it will be moving into the audit phase of the MRC process, NetRatings has demonstrated leadership in answering the call for increased transparency in online media measurement,” said George Ivie, CEO-executive director of the MRC.

Last month, the IAB sent an open letter to Nielsen//NetRatings and comScore, requesting that the online audience measurement companies agree to third-party audits of their services by the MRC.

Specifically, Nielsen//NetRatings will begin an audit of its patented metering and page-tagging technologies, while continuing to move forward on an existing MRC research plan for its panel procedures, which came out of the preaudit phase.

—Kate Maddox

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