According to Red Herring the Internet Advertising Bureau set off the latest round of the web metrics debate with an April 20 open letter to comScore and Nielsen demanding they open themselves to external audits in order to more accurately measure web traffic.
“The IAB, which represents media companies that spend 86 percent of United States interactive ad dollars, wants comScore and Nielsen to be audited or accredited or both by the Media Ratings Council, an independent media auditor.
comScore and Nielsen subsequently agreed to a meeting with the IAB and others to try to come to terms”
