Business Services Industry
Web rating firms pushed by ad buyers to measure up; Audit of methods, more sophisticated counts demanded as spending rises.(NetRatings Inc. and comScore )
Crain's New York Business, May, 2007 by Fung, Amanda
Byline: Amanda Fung For as long as there has been an Internet, there's been a slow-burning controversy about how online audiences are measured. The main problem is that the two dominant rating agencies almost never agree. A recent case in point: In March, No. 1 Web portal Yahoo attracted either 131 million unique visitors or 108 million, depending on which agency is to be believed.
The issue might finally be coming to a head. Last month, several advertising industry groups demanded that the two firms--Nielsen//NetRatings and comScore--submit to full audits by the Media Ratings Council, which accredits firms that issue television and radio ratings. The need for a reliable scorekeeper of online audiences has never been greater. Spending on Web advertising...
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