The Interactive Advertising Bureau (IAB) has suggested that the methods of the two leading monitors of internet activity in the US are outdated and has called for them to be subjected to an independent audit.

Nielsen/NetRatings and comScore’s monitoring provides information that is highly valuable to those working in search engine optimisation and internet marketing.

However, they use differing techniques to track web traffic and display discrepancies compared to the data recorded by major websites, the IAB claims.

Randall Rothenberg has written an open letter to both firms advising them to undergo audits at the hands of the Media Ratings Council.

He wrote: "Imagine my surprise when I came to the IAB and discovered that the main audience measurement companies are still relying on panels – a media-measurement technique invented for the radio industry exactly seven decades ago – to quantify the internet."

According to comScore’s March search engine sector rankings, Google remains the most popular search engine in the US with a 48.3 per cent share of the market.

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