Executive Summary (This is a document excerpt)

One of the true business models of the bubbly Internet era is advertising-driven revenue for online properties with the proven ability to attract relevant buyers. Such a model requires a scorekeeper. Radio has Arbitron. TV has Nielsen. Online properties have a shootout between comScore and Nielsen//NetRatings, two dominant providers of net ratings whose numbers often disagree. comScore is going public, Nielsen//NetRatings is going private, the Interactive Advertising Bureau (IAB) has weighed in, and market interest in their offerings is at an all-time high. While panels — and behavior panels specifically — are wrought with challenges, Forrester recommends that market researchers demand maximum transparency from their online research vendors, support industry groups to establish standards, and, when possible, source from multiple vendors to get a holistic story.

Buy Risk-Free

Download and print PDF immediately. Price: US $199

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.