Internet user ratings draw fire from trade group

INTERNET USER RATINGS DRAW FIRE FROM TRADE GROUP
[SOURCE: Reuters, AUTHOR: Paul Thomasch]
The Interactive Advertising Bureau, a trade group, raised fresh concerns about the measurement of Internet users' behavior and called on Friday for two leading market research companies to submit to audits. The IAB's complaints about the Internet audience ratings issued by comScore Inc. and Nielsen//NetRatings come as advertisers shift increasing amounts of money into online digital media. That shift has made precise measurements of how and where users spend time on the Web more important, and comScore and Nielsen//NetRatings issue the most closely watched audience data. In particular, their data on Web media companies Google Inc. and Yahoo Inc. is used by investors and analysts to gauge their progress throughout the quarter.
http://www.reuters.com/article/internetNews/idUSN2030152520070420