For Market Insights Professionals

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	May 1, 2007 Why comScore And Nielsen Disagree, And Marketers Moan Three Steps To Improve Your Online Metrics Use by Brad Bortner with Ellen Daley, Heidi Shey	Average: 2  (1 rating)

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Executive Summary

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.

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