IAB: Metrics Dispute Resolved; As Expected, 2006 Online Ad Revs Rose 35 Percent To $16.9 Billion

The Interactive Advertising Bureau says its dispute over audience measurement ratings with comScore and Nielsen//NetRatings has been resolved. The parties met last week and the IAB said it has commitments from both to submit to timetables for the auditing of their technologies and processes by a third party. Specifically, Nielsen//NetRatings has formally announced its entrance into a full audit and accreditation process with the Media Rating Council, and comScore is in the final stages of its pre-audit with the MRC and will finalize its timeline for a full audit and accreditation within the next 90 days. Release

Last Year For Large Revenue Increases?: The Interactive Advertising Bureau’s March estimates for internet ad revenues in the U.S. were right on target: marketers spent $16.9 billion in 2006, beating 2005’s numbers by 35 percent, while Q406 online ad revenues totaled $4.8 billion, representing record revenues for a single quarter, according to a report by Interactive Advertising Bureau and PriceWaterhouse Coopers. The updated report broke out the category shares and found that search (40 percent share); display (32 percent share), classifieds (18 percent share) and lead generation (8 percent share) all continued to grow with an increase in both performance-based and CPM or impression-based pricing. Consumer advertisers continue to represent the largest category of internet advertising spending.

One issue the new report doesn’t break out: reports that online advertising may be slowing, as indicated by recent forecasts and reports forecasting from the NYTCO among others. Release


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