Transparency advised in online marketing measurement
The news comes as the IAB requests comScore and Nielsen/NetRatings submit their measurement practice for a third-party audit.
IAB president Randall Rothenberg claimed that by doing so internet advertisers will be able to monitor and adjust their campaigns with greater efficiency.
He said: "All measurement companies that report audience metrics have a material impact on interactive marketing and decision-making."
Mr Rothenberg added increasing transparency was particularly vital in "maintaining advertisers' confidence in interactive, particularly now, as marketers allocate more budget to the platform".
He also suggested that under current models, websites serving niche audiences may be left out of such studies as they account for too small a portion of internet users.
Last week, online advertising publication Big Mouth Media suggested firms which make their websites accessible to those with disabilities are more likely to increase online traffic.
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23.04.2007.
