UK IAB Plans To Industry-Wide Measurement Standard


UK IAB is working towards developing a single industry-wide Internet audience measurement standard…and it has whittled the vendors it wants to work with: Comscore and Nielsen//NetRatings.

It is still unclear whether the aim of the project is to come up with a single standard that both suppliers have to meet, or to select a single supplier.

Some people say choosing one supplier is not healthy for the industry…I say trying to force standards is ridiculous…

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