IAB looks to metrics services for accountability

05/16/2007 | Red Herring

ComScore and Nielsen//NetRatings likely will feel some pressure to agree to a system of third-party audits to verify their metrics, at a meeting scheduled for today with the Interactive Advertising Bureau, which is backed by major ad groups the American Association of Advertising Agencies, the Association of National Advertisers and The Advertising Research Foundation. The meeting stems from an April 20 letter from the IAB to the firms asking for more openness and accountability in their Net measurements.

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