IAB to the Metrics company
The IAB have sent an open letter to Comscore and Neilson, challenging them on their use of panels and other meothodologies developed during the radio era when it comes to measuring online numbers. Via Valleywag
We in the marketing-media ecosystem have spent too many years trying to clean up the residue of flawed media-research methodologies. We simply cannot let the Internet, the most accountable medium ever invented, fall into the same bad customs that have hindered older media and angered advertisers for decades - customs such as inadequate samples, accepted out of begrudging convenience; or phantom metrics, like “pass-along readers,” that add shadowy bulk to audiences that cannot be measured directly; or metering technologies and processes that are easy to game.
Read the whole thing. They’re right, we can measure the web, we can develop an agreed system for the advertisers that improves on what we have, whether ratings or page views. It’s time to move forward on this.
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POSTED IN: Metrics and Research
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