According to Mark Shields over at Adweek, the Interactive Advertising Bureau is pressuring the two firms to increase their transparency and improve their methodologies—just as both prepare to undergo long-awaited Media Rating Council-led audits.
It’s been a long-standing tradition among Web publishers to occasionally gripe about their numbers. But in the last several months, what was mild grumbling has become a cacophony of complaints, as several top publishers call into question the validity of the traffic data being provided by the industry’s major third-party metrics firms: Nielsen//NetRatings and comScore Media Metrix.
Read the entire article at Adweek