A trio of advertising bodies have added their support to the Internet Advertising Bureau (IAB) after it called for audits to be carried out at comScore and Nielsen//Netratings.
The American Association of Advertising Agencies (AAAA), the Association of National Advertisers and the Advertising Research Foundation have all backed up this demand for transparency of internet measurement techniques, ClickZ reports.
In a statement, Nick Pahade, committee chairman of digital marketing at AAAA said third-party audits of both firms are required to "ensure that the methodology and business processes of interactive audience measurement are relevant with today and tomorrow in mind".
An open letter from the IAB last month suggested the methods of comScore and Nielsen//NetRatings are outdated and said there are discrepancies between their data and that recorded by major websites.
Both firms have admitted they have taken initial steps to allow external audits of their processes to take place, BtoB reports.