Cookie Debate Heats Up

Days after comScore released it’s startling findings on cookie deletion rates, the Interactive Advertising Bureau (IAB) released an open letter calling on comScore and Nielsen/NetRatings to submit to an independent third-party audit of their measurement processes. With such large discrepancies in audience numbers between the server log files of IAB members and measurement companies like comScore and NNR, there’s a real need for transparency into the methodology and processes for how these numbers are arrived at. Without good explanations for the difference in reported numbers, there will be no confidence in either set of measurements and that confidence is important to the continued growth of interactive marketing.