Ciceron Blog Archives
« Read Immediately | Main | comScore and Nielsen Respond to IAB Audit Call »
Hats Off to the IAB for Challenging Outdated Metrics Measurement!
In a rather scathing letter to the heads of Nielsen NetRatings and ComScore, Internet Advertising Bureau chief Randall Rothenberg takes the two companies to task for using surprisingly outdated methods for measuring Internet traffic.
"Imagine my surprise when I came to the IAB and discovered that the main audience measurement companies are still relying on panels -- a media-measurement technique invented for the radio industry exactly seven decades ago -- to quantify the Internet," wrote Rothenberg.
Here's the entire article from ClickZ.
This rebuke -- or challenge -- couldn't come at a better time for the industry when billions of dollars have transferred to the web from traditional media, under the premise that the Internet is infinitely more trackable.
If the key players in media measurement can't put their collective heads together and find real solutions to the problems of Internet measurement, then the entire field fails to deliver on the promise of honesty, transparency, and accountability.
I worry that there are those in the field who are so pleased with the flow of dollars into new media and the Internet that they are assuming that the promise of accountability no longer applies. I've heard it firsthand myself from marketers who sigh with relief, saying, "Hey, these CMOs never held their beloved old media accountable, why should they us?" That entirely misses the point, and I hope the entire industry will back the IAB's call for improvement.
Posted by Andrew at April 23, 2007Web Results eNewsletter
Sign up today!