IAB et les fournisseurs de statistiques en guerre
IAB (Internet Advertising Bureau) est en guerre ouverte contre comScore et Nielsen//NetRatings à propos de leurs méthodologies de mesures statistiques. Dans une lettre ouverte aux deux sources principales de statistiques Web, IAB demande à ce que leurs méthodologies soit contre-vérifiées par une tierce partie neutre. C’est qu’il y a des différences énormes entre les statistiques des fournisseurs de contenus et ceux des agences statistiques. De plus, 8il y a aussi des différences entre les résultats des agences statistiques elles-mêmes.
The discrepancies exist between the audience measurements of comScore and NNR and those of the server logs of the IAB’s own members. Further compounding these differences are the disparities between comScore’s and NNR’s own measurement results. All measurement companies that report audience metrics have a material impact on interactive marketing and decision-making. Therefore, transparency into these methodologies is critical to maintaining advertisers’ confidence in interactive, particularly now, as marketers allocate more budget to the platform.
Without these audits, the industry has no way of knowing whether these deviations in measurement result from inconsistent counting or from outdated measurement methodologies, such as the panels developed in the 1930s and still relied on today.
“To persist in using panels that potentially undercount or ignore the diverse populations that are the future of consumer marketing is to deny marketers the insights they need to build their businesses,” writes IAB President and CEO Randall Rothenberg in an open letter to Magid M. Abraham, the President and CEO of comScore, Inc., and William Pulver, the President and CEO Nielsen//NetRatings. “And it certainly appears to us as if these audiences are being undercounted or disregarded.”
Article publié le lundi, 23 avril 2007 sous les rubriques Marketing Internet et Medias et Internet.
