Since ClickZ last reported on their audit status, not much has transpired with comScore and Nielsen/NetRatings. Today, the Interactive Advertising Bureau sent out a re-cap of what’s gone down since April, when the organization sternly suggested the two audience measurement firms have their methodologies analyzed by the Media Ratings Council in the hopes of being accredited.
According to the IAB, comScore has completed its pre-audit, but hasn’t set out a timeline for the full audit. Nielsen/NetRatings is going through its full audit now.
Since the IAB really got this audit ball rolling in the first place, a progress report makes sense right about now, especially when other groups like the Advertising Research Foundation are making noise about ensuring the quality and validity of research conducted online. While the groups have different agendas, it’s clear the interactive industry zeitgeist is focused on research and measurement quality and transparency.
The IAB also announced today the formation of a Research Advisory Board, an addition to its already-functioning Research Council. The new group will “define the cross-industry efforts necessary to educate the industry about critical issues in audience measurement,” according to a press release.
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