Summary:

Complaining about how comScore (NSDQ: SCOR) undercounts unique visitors compared to their internal numbers is a fairly constant refrain from…

imageComplaining about how comScore (NSDQ: SCOR) undercounts unique visitors compared to their internal numbers is a fairly constant refrain from web publishers. So when Google (NSDQ: GOOG) Ad Planner was released with the promise of better figures (i.e. higher unique visitor counts) than comScore, Federated Media head John Battelle was initially enthused. But after comparing the first set of numbers between the two, Battelle writes on his Searchblog, that Google Ad Planner is hardly the hoped for comScore-killer. While the comparison data Battelle received is from comScore, he says given that comScore’s reputation depends on not juicing the stats, he is inclined to trust that the research is bias-free. Battelle’s review follows others, such as ad agency and web publishers, who also found that Google Ad Planner was, in the words of Forbes.com CEO Jim Spanfeller, “are as bad or worse as anybody else

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