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JEREMY GREENFIELD
Interactive Advertising Bureau (IAB), comScore and Nielsen//NetRatings Hold Summit on Interactive Audience Measurement—MPA, AAAA, et al in Attendance  One of the outcomes of this meeting of the two largest interactive audience measurement companies and other interested parties was that both measurement companies have now undergone the initiation of the process of a third-party auditing of their methods. Nielsen//NetRatings has formerly announced its entrance into a full audit and accreditation process with the Media Rating Council (MRC), while comScore is in the final stages of a pre-audit with the MRC and will announce a timeline for its own full audit within the next 90 days.“We’ve been working with comScore and Nielsen for a long time on trying to get them audited and accredited,” says Sheryl Draizen, SVP of IAB. “We wanted to close the loop with them first. Our next step will be working with all the other companies in this space and take them through an education of auditing. They’re equally important. They should be audited. But these two are a priority.” The IAB is not looking for comScore and Nielsen to use the same methodology, and in-fact, advocates different types of audience measurement to paint a fuller picture, according to Draizen. The goal of the initiative is to accurately source and therefore give meaning to the numbers. Next on the docket for the IAB is accelerating its goal of finding a definition for unique views, page views, time spent, and so on. Read more about it in this week’s min’s b2b and on Theminsider.com. Also, check out IAB's new Web site here. They have added a big, central section devoted to this issue. COMMENTS
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